Selling the VAP: “Honing and perfecting the value proposition to meet the customer’s needs is at the heart of value creation (p. 115).” So every time your sales team (sales leader, financial, IT, marketing, etc.) meet with your customer to discuss the VAP, it’s an opportunity to learn more about the customer’s needs and hone that value proposition. Thus the process is iterative, not one meeting or one sale. So, the formal team presentation of the VAP is followed by intense dialogue between your team and the customer’s team. The key is to raise all the issues so that you have time to research them and get back to the customer with a follow-up presentation of an even more well-honed VAP.