The Irresistible Value Proposition takes the least understood concept in business-value-and turns it into a powerful selling tool! In B2B sales, you make your value proposition irresistible when you: 1. Tie it to both business and personal priorities of key decision makers 2. Highlight your incremental value to their most likely alternative 3. Present it using the customer’s success metrics Learn to make the customer want what you’re selling-and want it now-by clearly communicating your value in their language.