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Value Merchants: Demonstrating and Documenting Superior Value in Business Markets
     

Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

by James C. Anderson, Nirmalya Kumar, James A. Narus
 

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Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to “win” a deal that he would have closed anyway at the higher price.

Do not

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