“Corporate value gets you in the door. Job value gives you a seat at the table. Personal value makes sure you stay there.”
Jack is an elite value seller and member of the Customer Value Community.
He shared with me how he won a seven-figure deal with a large enterprise financial services company using the Value Triad.
The Value Triad is a framework for understanding and communicating value in business relationships.
1. Corporate Value: The focus is on the overall benefits to the company, typically in terms of:
- Revenue increase
- Cost reduction
- Risk mitigation
2. Job Value: This dimension looks at how your solution impacts the specific job role you're working with. It can be seen in two main areas:
- Efficiency: Streamlining workflows and processes
- Elevation: Enhancing a key job role’s position or influence within their organization
3. Personal Value: This considers how working with your company can positively influence the individual's self-image or personal brand.
Jack accessed interactive value driver templates for each one of the three dimensions which helped him:
- Structure probing questions more effectively, ensuring they cover all aspects of potential value.
- Develop a multi-faceted understanding of the customer's needs, from organizational goals down to individual motivations.
- Create a comprehensive value proposition that resonates at multiple levels within the customer's organization.
- Build stronger, more personal relationships with key stakeholders by demonstrating an understanding of their individual challenges and aspirations.
- Quantify value more holistically, considering not just financial metrics but also improvements in job satisfaction, career advancement, and personal achievement.
According to Jack, he knew he was winning the deal when he learned that his competitor was only mapping to corporate value.
Jack went beyond that by aligning his offering to how the development team could elevate their job status by reaching higher SLA performance standards back to the business. (Job value.)
The CIO wanted to be seen as an innovator not simply keeping the lights on. (Personal value.)
Jack channeled this ambition by showing how his solution would recast the technology team as a key contributor to a company-wide speed-to-market initiative.
By aligning corporate goals, streamlining job functions, and boosting personal brand, Jack didn't just open doors—he unlocked a seven-figure vault.
Remember: in high-stakes sales, it's not just about what you're selling, but the value trifecta you're delivering.
The devil is in the details and we are all about “the how” at Ecosystems.
We have thousands of value templates in our repository across these three dimensions.
Feel free to contact our team and we will gladly share examples to help you in this specific way to engage your customer with the Value Triad in your next customer conversation.
