When a sales representative demonstrates how their products or services can reduce costs and enhance productivity for a customer, they are presenting a value proposition. A value proposition articulates the unique benefits and value that the company's offerings provide, distinguishing them from competitors. It focuses on the specific advantages the customer will experience, such as cost savings and productivity improvements. Salesforce emphasizes the importance of understanding customer needs and effectively communicating how their solutions can address those needs, which is central to crafting a compelling value proposition.