Sales
The Go-Giver
Bob Burg & John David Mann
A short story on why giving first is a real growth strategy.
Recommended for: Customers Only Care About Price
All Challenges
Customers
Customers Only Care About Price
Communicate your value so price isn't the only thing customers compare.
The Challenge
Communicate your value so price isn't the only thing customers compare.
Why This Happens
- Value not explained
- Targeting price shoppers
- Same proposal as everyone else
Questions to Ask Yourself
- 1.Why do your best customers choose you?
- 2.What do you do better?
- 3.Does your proposal show it?
What to Do First
1
Write your value proposition.
2
Pick three differentiators.
3
Add them to your proposals.
Step-by-Step Solution
- 1
We help [customer]
- 2
solve [problem]
- 3
by providing [solution]
- 4
so they can achieve [outcome].
- 5
Choose differentiators: trust, speed, quality, communication, experience, convenience, risk reduction, reliability, documentation, service.
Three Levels of Solutions
Quick Win
Do this today
Write a one-sentence value proposition.
Build the System
Next 30 days
Use the Value Proposition Builder in every proposal.
Long-Term Transformation
Where you're headed
Customers who choose you for value, not just price.
Lessons From the Pass It On Library
From The Go-Giver
Your true worth is the value you give.
Framework: Give Value First
From Business by the Book
Never exploit desperation; create genuine value.
Framework: Biblical Business Decision Check
Pass It On Action
Add your value proposition to your next proposal.
Practical Tool
Value Proposition Builder
Fill it in here, then download or print. Your answers stay on your device.
Your Action Plans
Sign in to check off steps and save progress to My Growth Plan. Sign in
7-Day Action Plan
- Day 1 — Identify the problem: write down exactly how “Customers Only Care About Price” shows up in your business.
- Day 2 — Review the numbers: gather the facts, figures, and examples connected to this challenge.
- Day 3 — Find the root cause: answer “Why do your best customers choose you?”
- Day 4 — Choose one change: Write your value proposition.
- Day 5 — Assign responsibility: name ONE owner, a deadline, and the expected result.
- Day 6 — Implement: Pick three differentiators.
- Day 7 — Review what happened: what worked, what didn’t, and what you’ll do next week.
30-Day Action Plan
Week 1 — Diagnose
- Answer: Why do your best customers choose you?
- Answer: What do you do better?
- Answer: Does your proposal show it?
- Complete the 7-Day Action Plan.
Week 2 — Build
- Use the Value Proposition Builder in every proposal.
- We help [customer]
- solve [problem]
- by providing [solution]
Week 3 — Implement
- so they can achieve [outcome].
- Choose differentiators: trust, speed, quality, communication, experience, convenience, risk reduction, reliability, documentation, service.
- Train the people involved and assign owners.
Week 4 — Measure & Improve
- Compare results to where you started.
- Write one lesson learned.
- Adjust the process.
- Share what you learned with someone in the fellowship.
Biblical Principles
Wisdom for the journey — encouraging stewardship, integrity, and service, never a promise of guaranteed success.
#62 · Customers
Create genuine value
Philippians 2:4
#63 · Customers
Serve before trying to extract profit
Mark 10:45
#70 · Customers
Let your reputation create future business
Proverbs 22:1
Related Challenges
Recommended Books
Approved Bookshelf resources related to this challenge.
Faith & Business
Business by the Book
Larry Burkett
Biblical principles for running a business with integrity.
Recommended for: Customers Only Care About Price
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