The Management of Value 58 Recommendation Customers buy benefits, not features. [...] Buying is a highly subjective, personalized process of determining relative value. Gregory D. Githens Project Manager The presentation/recommendation phase's objective is to demonstrate the overall value increase potential for the project, as well as that of each individual proposal. The value team's recommen- dations and proposal implementation conditions are presented to the stakeholders for their approval and final decision on implementation. Recommendations You Can't Refuse It is advisable to decide the format of recommendations before developing the proposals in order to be able to focus on the elements that are relevant to the chosen type of presentation. Identifying the Target(s) (Who) The team should identify key managers to attend the presentation of proposals. They must have the power to make decisions and will form the steering committee. The "champion" of implementa- tion usually is the project manager; the team must envision the ways in which the implementation of proposals will benefit both the executive and the manager. Reviewing the Objectives (Why) In view of the results of the study, the value team will review the objectives that have been identified at the beginning of the workshop and reexamined regularly during the study. They will assess their