Embedding customer value selling in B2B sales organizations has tangible benefits. Value selling addresses sales challenges, shortening sales cycles, improving conversion rates and increasing margins. Driving organizational fluency in the language of the customer can be transformative. Value-based sales strategies can be deployed quickly, but successful implementation requires a practical, flexible approach to rollout.
The application of training and technology to improve sales outcomes is a big business. With all the tools available, do sales reps actually use them? Do sales tools generate success? The survey data suggest that sales tools have a long way to go. The current investment in sales tools often misses the target for B2B sales: sharp tools used effectively. For differentiated B2B products and solutions with sales cycles measured in months and not days, the sharpest sales tool of all is a concise Value Proposition.
There was a dramatic difference in how successful CEOs and CFOs responded to the downturn and a dramatic difference in the resulting pricing and profitability of those companies that shifted their focus from market share to profitability. Download Emerging from the Great Recession: 8 Keys to Driving Profit Growth and Customer Value and learn how companies successfully emerged from the great recession using value-based strategies.
Brand, quality or reliability may be key differentiators for B2B companies, yet many organizations do not try to quantify them in tangible monetary terms. The task of quantifying intangible value is doable for any manager willing to apply the proper techniques.
Pricing software has evolved immensely in its use and sophistication over the past twenty years. It can enable a firm to implement and enforce complex pricing policies, can enable a sales rep to justify price based on value, and can track whether what customers pay is actually what they agreed to in a contract. But, contrary to what a vendor may claim, pricing software will not necessarily make your business more profitable.
In a recent webinar, Improving the Value Propositions for New Products, Dick Braun described Parker Hannifin's WinStrategy, which transformed the company into a top-tier financial performer in the manufacturing industry. Key to its success was elevating strategic pricing as a corporate initiative taken seriously from the CEO on down. An important component to WinStrategy is Winovation, a value-based process during the product development phase that allows Parker to truly capture their value through price.
A customer service software company latest product represented a "bet the farm" strategic decision. Enhancements to functionality and user interface were supposed to differentiate it. However, the initial value model showed a huge negative value to their customers due to retraining costs and lost productivity as veteran agents learned a new technology. Using the LeveragePoint application, management uncovered this surprise early, and uncovered additional, and much more powerful value drivers that allowed them to prove positive value to their customers.
Laurie Andriate is Vice President & General Manager of Grace Davison Materials & Packaging Technologies - Americas. In 2008, as Chief Marketing Officer of Grace Construction Products, Laurie was instrumental in deploying LeveragePoint for Value Management to drive the W.R. Grace performance mandate to accelerate growth through innovative products. Recently, we had an opportunity to talk with Laurie about the impact of LeveragePoint on her business.
Do your products and services deliver higher value than the competition? Make the most of your differentiation by linking price and value to set better prices and solidify your competitive position. The clock is ticking and your competiors are catching up. Read how a supply chain software company was able to achieve a 15% price premium over its closest competitor by linking price and value.
New product development has been identified by industry leaders as the most important opportunity for embedding value-based strategy to maximize customer value and profit. However, specialty chemical companies continue to face key challenges, including the commoditization of products, intense price competition, rising input costs, and relentless pressure from powerful procurement groups.
The pricing strategy domain has matured since 1980 when the first edition of the classic, The Strategy and Tactics of Pricing was published. Today, B2B companies aspiring to improve profitability through pricing can seek expertise from one of several consultancies as well as more than a half-dozen software solutions. Or, they may decide to build in-house capability by hiring certified pricing professionals from the Professional Pricing Society. Given these various options, what considerations should be taken into account in choosing a pricing solution?