Selling Solutions Isn't Enough
Rather than trying to sell standardized products or services to the biggest possible set of buyers, B2B companies need to develop ways to help specific customers achieve better outcomes. Instead of describing their solutions, companies first need to understand customers' specific challenges, ob...
Main Authors: | , , , |
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Format: | eBook |
Language: | English |
Published: |
MIT Sloan Management Review
2018
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Edition: | 1st edition |
Subjects: | |
Online Access: | |
Collection: | O'Reilly - Collection details see MPG.ReNa |
Summary: | Rather than trying to sell standardized products or services to the biggest possible set of buyers, B2B companies need to develop ways to help specific customers achieve better outcomes. Instead of describing their solutions, companies first need to understand customers' specific challenges, objectives, operating practices, and competitive environment, then create offerings to deliver value within a customer's specific business context and culture |
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Item Description: | Made available through: Safari, an O'Reilly Media Company |
Physical Description: | 21 pages |