Value Merchants: Demonstrating and Documenting Superior Value in Business Marketsby James C. Anderson, Nirmalya Kumar, James A. Narus
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.
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