If you are selling an intangible, placing someone in the position where they can see themselves owning the product is more difficult, or is it?
A good value proposition re-frames your product in the mind of the buyer. The starting point is understanding how people make decisions.
Don't allow prolonged sales cycles to slow down business when first starting out.
Correctly managing and developing salespeople can help businesses grow.
Not only should you have separate models of service for your various types of clients, you should have marketing strategies that speak to each group's needs.