Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

Overview


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 make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James ...

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Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

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Overview


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 make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver.

Drawing on extensive research and detailed case studies of companies like Sonoco, Tata Steel, and Quaker Chemical, Value Merchants will change the mindset and behavior of your executives, sales management, representatives, and marketers—as well as your customers.

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Editorial Reviews

CRM.com
a set of business techniques to estimate the value of your market offerings and create propositions that resonate with customers.
Modern Casting
. . . offers a great value to its readers . . . illustrates how to formulate value propositions that 'resonate' with customers.
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Product Details

  • ISBN-13: 9781422103357
  • Publisher: Harvard Business Review Press
  • Publication date: 10/1/2007
  • Pages: 240
  • Sales rank: 669,075
  • Product dimensions: 6.20 (w) x 9.20 (h) x 1.00 (d)

Meet the Author


James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University.

Nirmalya Kumar is Professor of Marketing and Director of the Centre for Marketing of Aditya V. Birla Indian Centre, London Business School.

James A. Narus is a Professor of Business Marketing at the Babcock Graduate School of Management, Wake Forest University.

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Table of Contents


Preface     ix
Acknowledgments     xi
Value Merchants: Doing Business on Demonstrably Superior Value     1
Conceptualize Value: Focusing on What Matters     21
Formulate Value Propositions: Identifying Potentially Valuable Points of Difference     41
Substantiate Value Propositions: Demonstrating and Documenting Superior Value     59
Tailor Market Offerings: Creating Naked Solutions with Options     81
Transform the Sales Force into Value Merchants: Selling on Value, Not Price     107
Profit from Value Provided: Earning an Equitable Return     135
Prosper in Business Markets: Being a Value Merchant     165
Relating Customer Value and Price     183
PeopleFlo EnviroGear Pump Customer Value Model     187
Notes     191
Index     197
About the Authors     217
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