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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 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 marketersas well as your customers.
|Publisher:||Harvard Business Review Press|
|Product dimensions:||7.40(w) x 9.60(h) x (d)|
About 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.
Table of Contents
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
About the Authors 217