Most people think they can work on their “value proposition” one time and recite to prospects forever. In this episode, Bill and Bryan shed some new light on how to modify your ‘value’ approach to take into account market conditions, trends and economic pains. The bottom line is that you may need to constantly be aware of what you and your sales team are messaging in the market. You don’t think economic conditions have changed in the past two years? And when’s the last time you looked at—and modified—your value statement?