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Value Proposition Design and Sales Messaging

Buyers ignore sellers who cannot say clearly why they matter. This programme helps marketing and sales teams design sharp value propositions and messaging that speak to customer pains, gains and alternatives. Participants build a message framework they can reuse across pitches, proposals and campaigns, grounded in the competitive realities of African markets.

Ready to book? Secure your place on this programme.

Register for this course

What you will be able to do

  • Map customer pains, gains and jobs to be done for a chosen segment.
  • Design a value proposition that is specific and defensible.
  • Differentiate the offer clearly against real alternatives.
  • Build a message framework for use across sales and marketing.
  • Craft proof points and stories that make claims believable.
  • Test messaging with real buyers and refine it.

Course outline

  1. 01Why weak messaging loses deals
  2. 02Understanding customer pains and gains
  3. 03Segmenting for relevant messages
  4. 04Designing the value proposition
  5. 05Differentiating against alternatives
  6. 06Building the message framework
  7. 07Proof points and customer stories
  8. 08Testing and refining messaging

Who should attend

Product marketers, brand and marketing managers, sales enablement staff and business owners shaping how their offer is described.

Dates, venues and fees

DatesVenueDaysFeeCalendarRegister
26 to 27 Oct 2026Johannesburg2R10,000Register
27 to 28 Oct 2026Cape Town2R10,000Register
28 to 29 Oct 2026Durban2R10,000Register
29 to 30 Oct 2026Pretoria2R10,000Register
2 to 3 Nov 2026Windhoek2US$1,100Register
3 to 4 Nov 2026Gaborone2US$1,100Register
4 to 5 Nov 2026Maseru2US$1,100Register
5 to 6 Nov 2026Mbabane2US$1,100Register
9 to 10 Nov 2026Lusaka2US$1,100Register
10 to 11 Nov 2026Harare2US$1,100Register
11 to 12 Nov 2026Lilongwe2US$1,100Register
12 to 13 Nov 2026Blantyre2US$1,100Register
16 to 17 Nov 2026Mozambique2US$1,100Register
17 to 18 Nov 2026Nairobi2US$1,100Register
18 to 19 Nov 2026Dar es Salaam2US$1,100Register
19 to 20 Nov 2026Kigali2US$1,100Register
23 to 24 Nov 2026Kampala2US$1,100Register
24 to 25 Nov 2026Accra2US$1,100Register
25 to 26 Nov 2026Lagos2US$1,100Register
26 to 27 Nov 2026Cairo2US$1,100Register
30 Nov to 1 Dec 2026Mauritius2US$1,100Register
1 to 2 Dec 2026Dubai2US$1,100Register
2 to 3 Dec 2026Online2US$900Register

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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