Do your customers understand the real value of your product? Are they willing to pay for it, or are you caught in the race to the bottom, competing with other vendors on price? We live in an increasingly sophisticated world. Today, consumers are inundated with more options than ever before, while the products and services are more complex than at any point in history. Consequently, suppliers struggle to differentiate themselves from the competition and explain their offerings to buyers. As a result, buyers-from an ...
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Do your customers understand the real value of your product? Are they willing to pay for it, or are you caught in the race to the bottom, competing with other vendors on price? We live in an increasingly sophisticated world. Today, consumers are inundated with more options than ever before, while the products and services are more complex than at any point in history. Consequently, suppliers struggle to differentiate themselves from the competition and explain their offerings to buyers. As a result, buyers-from an everyday consumer to the procurement officer-have become more sophisticated in their buying process, demanding evermore from sellers to justify why the product deserves a share of their wallet. Whereas in the past the purchasing decision was driven simply by relationship or price, buyers now extensively research alternatives and thoroughly evaluate the complete offering from the potential suppliers. Sellers, therefore, must effectively communicate what sets their product apart or risk becoming a commodity competing solely on price. Using real-world examples from financial services to manufacturing, Value Advisory: Selling in the Complex World of Endless Alternatives explores the methodologies of communicating "value" in B2B sales. Drawing on best practices from companies like Google, GE and Salesforce, as well as the authors' personal experience in enterprise software sales, Alexander Taryshkin and Marcio Souza provide a variety of frameworks to help sales leaders understand the value their products and services deliver, establish the organisational processes needed to effectively communicate that value, and consider the practical implications of running an effective "value advisory" function within their organisation. While practical and rich in detail, the book also extends the methodology of value advisory to a broad application across B2B industries and the B2C segment, reflecting the increasing need for value-based selling in light of technological progress and market developments.
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