Three Ways to Sell Value in B2B Markets
As customers face pressure to reduce costs while maintaining profitability, value-based selling (VBS) has become critical in B2B markets. The authors' research suggest that vendors can adopt either a product-centric, customer process-centric, or performance-centric VBS approach. In this article...
| Main Authors: | , , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
MIT Sloan Management Review
2021
|
| Edition: | 1st edition |
| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | As customers face pressure to reduce costs while maintaining profitability, value-based selling (VBS) has become critical in B2B markets. The authors' research suggest that vendors can adopt either a product-centric, customer process-centric, or performance-centric VBS approach. In this article, they highlight the key characteristics, requirements, and challenges of each option, and provide guidance on how to choose the right VBS approach based on the circumstances |
|---|---|
| Item Description: | Made available through: Safari, an O'Reilly Media Company |
| Physical Description: | 9 pages |