Selling Above and Below the Line

CHAPTER 13

Creating and ControllingATL Energy

We have discussed the two different value propositions we have called Solution Boxes. Solution Box A is for the BTL buyer, and Solution Box B is for the ATL buyer. Trains are just another name for multiple Solution Box Bs, since the Station Master is ATL. It is also important to know not only what value there are in Trains, but where the “Train Stations” are, so you can find these Trains.

In Silicon Valley, where I live, you hear about a lot of new companies eager to find revenue’so eager, they must make sure their value proposition is well understood. We get quite a few calls that go like this:

“Skip, could you help us define our value proposition? If our potential customers could just see our ...