Jon Williams & Graham Ablett


"So What?" - Crafting And Conveying Value

Getting a clearer understanding of what 'value' means for evaluators - and tools for assessing and quantifying it

Why would evaluators choose you? Clearly, it’s about you telling them a compelling and differentiated story, but it’s also about the buyers’ perception of the ‘value’ you’ll deliver for them. Indeed, being seen to select ‘best value’ is a core procurement requirement.

In this interactive presentation, Jon and Graham will discuss what true value feels like for evaluators - drawing on our research into what procurement and sales teams view as 'value'. Practical exercises will bring the topic to life and you’ll learn how to turn features into benefits, and benefits into real value.

Jon Williams and Graham Ablett are APMP Approved Trainers and past board members of APMP UK. Jon was its first chief executive and is a Fellow of the Association. As directors of Strategic Proposals they have helped clients to capture major deals and improve win rates. They have presented at APMP conferences and industry events in the UK and around the world.