This summer, I attended a two-day executive sales training in Atlanta. The training’s purpose was to teach us how to hunt and close transformational deals – deals that many only dream of. Imagine your career skyrocketing to new heights. Visions of Elton John’s “Rocket Man” dance in your head. These are deals that transform one’s career and forever change the course of a company.

What did I learn at said conference? How to better write a killer value proposition that wins business and changes our company.

What did I already know about value propositions?

I'm currently reading Stu Heinecke's book "How to Get a Meeting with Anyone." Stu is the guest on a sales training program I listen to occasionally. He is a cartoon artist who draws personalized cartoons to secure meetings with business owners and CEOs. It works. Big time. His secure-a-meeting ratio is through the sales ceiling. And his closing ratio is pretty darn impressive, too.