# Building and presenting the value proposition

*Agentforce Sales Foundations Study Guide · Deal Management · Last updated October 16, 2026 · https://www.certifyforce.com/study-guide/agentforce-sales-foundations/deal-management/building-and-presenting-the-value-proposition*

How to turn discovery into value: open with a confident summary statement, sell with Fact, Benefit, Application, write a short proposal built on the customer's challenges and ROI, and pick the pricing strategy that fits the goal.

- Certification: Salesforce Agentforce Sales Foundations
- Exam section: Deal Management
- Study guide: https://www.certifyforce.com/study-guide/agentforce-sales-foundations

**Official exam objective:**

> Develop and present the value proposition of a solution based on customer needs.

## What the exam expects

- Open a presentation with a summary statement that is quick, confident, specific and tied to the customer's goals.
- Classify statements as fact, benefit or application, and choose which facts to present from what discovery revealed.
- Show value that the buyer's own online research cannot, backed by evidence.
- Prepare, write and proofread a short sales proposal built on the customer's challenges, benefits and return on investment.
- Match a pricing strategy (cost plus, bundle, value-based, competitor-based, price skimming) to a business goal, and recognize value-based selling.

Key terms:
- **Summary statement:** the opening that says, from what you heard, how you can help and what you recommend.
- **Fact, Benefit, Application:** a provable fact, what any customer gains from it, and how this customer will use it.
- **Sales proposal:** a document that shows the value of your offering to this prospect.
- **Value-based pricing:** pricing on the customer's perception of how valuable the offering is.
- **Value metric:** what you charge by "unit", such as per user, seat or transaction.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Summary statement opener | "Based on what you've told me..." | [Sales Presentation](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/create-the-sales-presentation) |
| Summary statement style | Quick, simple, specific recommendation, confident tone | [Sales Presentation](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/create-the-sales-presentation) |
| Fact | Specific, true, provable; some need proof | [Sales Presentation](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/create-the-sales-presentation) |
| Benefit vs application | Benefit fits any customer; application is this customer's use | [Sales Presentation](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/create-the-sales-presentation) |
| Proposal core elements | Offering, customer challenges, benefits, return on investment | [Sales Proposal](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/write-a-sales-proposal) |
| Proposal length | About 2-3 pages is ideal | [Sales Proposal](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/write-a-sales-proposal) |
| Pricing order in a proposal | Low to high | [Sales Proposal](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/write-a-sales-proposal) |
| Bundle pricing | Gets a customer to try a service they had not used | [Pricing Strategy](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/create-a-pricing-strategy) |
| Value-based pricing | Customer's perception of value, gauged by feedback and research | [Pricing Strategy](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/create-a-pricing-strategy) |
| Value-based selling examples | Sandler, SPIN Selling, N.E.A.T. Selling | [Process vs Methodology](https://trailhead.salesforce.com/content/learn/modules/build-a-sales-process/know-the-difference-between-sales-process-and-sales-methodology) |

## Check yourself

- Which five qualities make a strong summary statement?
- Why does the application resonate more than the benefit?
- When a prospect asks you for a proposal, what comes first?
- When does bundle pricing fit better than value-based pricing?

## Sources

- [Create the Sales Presentation](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/create-the-sales-presentation)
- [Write a Sales Proposal](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/write-a-sales-proposal)
- [Create a Pricing Strategy](https://trailhead.salesforce.com/content/learn/modules/pricing-strategies-and-sales-proposals/create-a-pricing-strategy)
- [Know the Difference Between Sales Process and Sales Methodology](https://trailhead.salesforce.com/content/learn/modules/build-a-sales-process/know-the-difference-between-sales-process-and-sales-methodology)
- [Dig Deeper into Relationship Selling](https://trailhead.salesforce.com/content/learn/modules/relationship-selling/dig-deeper-into-relationship-selling)
- [Avoid Common Sales Mistakes](https://trailhead.salesforce.com/content/learn/modules/build-a-sales-process/avoid-common-sales-mistakes)
- [Cert Prep: Study Up on Deal Management](https://trailhead.salesforce.com/content/learn/modules/cert-prep-salesforce-certified-sales-representative/study-up-on-deal-management)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 11 linked practice questions, and unlimited timed mock exams are included with the Agentforce Sales Foundations pack (USD $19): https://www.certifyforce.com/practice-exams