SMPS May 4, 2021 Professional Development Session 5: Weave your Sales Message with Golden Thread: Developing an Effective Value Proposition

May 04, 2021
4:00 PM - 5:30 PM

Zoom Virtual Platform

Session Overview:

Let’s face it: developing a clear value proposition is hard work. It takes an understanding of your Customer’s needs, your Company’s solution and even your Competitor’s strengths and weaknesses. Once you’ve done all the work, use it! Make your value proposition the “Golden Thread” that runs through all your customer communications—from emails and white papers, to proposal content and pricing.

In this webinar, Marsha Lindquist and Mark Wigginton will talk you through building a strong, adaptable value proposition that resonates with different customer audiences and can be used throughout your campaign.

Learning Objectives:

In this session, you will learn:

  • The process for developing a value proposition that is consistent with your firm’s brand
  • How to adapt that value proposition for different audiences and communication styles
  • Communicating and gathering value proposition information throughout the proposal lifecycle.



CPSM CEU's: 1.5 hours
Domains: 3 - Client and Business Development, 4 - Proposals,  5 - Promotional Activity 


Marsha Lindquist
Proposal Manager, Granite Leadership Strategies

Marsha is an experienced price proposal manager and contracts professional with Granite Leadership Strategies. She is an expert in cost proposal management, development and pricing strategy. Marsha has built a tradition of quality consulting to Government contractors for over 30 years. She has wide-ranging experience with Government contracting firms, mostly scientific & high-technology companies. Marsha is adept in persuasive pricing that wins and is masterful in authoring customer-focused winning pricing strategies. Marsha works with her clients on concepts that help people cut through the irrelevant, zero in on the things that distinguish, and create value. Described by clients as tenacious and a true pro, Marsha has achieved the distinguished titles of NCMA Fellow, APMP Fellows & APMP Practitioner. Marsha can be often seen hiking with her dog Ziva, a young Australian Shepherd with lots of energy.

Mark Wigginton
Regional Vice President, Shipley Associates

Mark is a skilled business professional experienced in sales, customer support, and training. His diverse background includes supporting clients ranging from Boeing, General Motors, and IBM to sole proprietors. His hands-on business consulting experience provides him with broad insight into business best practices across an array of industries. Since 2007, his primary focus has been business-to-business strategic sales and satisfaction for a diverse client base. He excels at analyzing client business climate, identifying needs, and filling those needs.

Mark is asked to present regularly on business development topics. He is certified as a Capture and Proposal Practitioner by the Association of Proposal Management Professionals (APMP).





Event champions:

 Susan Johnson

 Kristen Ruiz


$30.00 SMPS Member Ticket

$30.00 Non-Member/Guest Ticket

$30.00 CPSM Ticket