Using Value Tools to Support Value-Based Selling

HomeResourcesUsing Value Tools to Support Value-Based Selling

What’s in this webinar?

Once you have dollarized customer value and prepared your first Value Propositions, the next question becomes: what do you do with them? Value-based marketing programs are created to support value-based selling. In fact marketing is the R&D of sales. So Value Propositions should improve sales effectiveness in front of customers. That is the whole point of value-based approached. However, it’s easier said than done. In fact, the use of Value Propositions in value selling is a challenging art which takes balance, customer intimacy, and story telling. This presentation touches on these topics and proposes some best practices and tips to help in the deployment of value-based selling programs in the B2B world.

Participants will learn:

  1. Most common value to use to communicate value
  2. The role of sales and marketing in preparing value tools
  3. Essentials of value-based selling
  4. The use of quantified value models in value selling

Stephan Liozu

Stephan Liozu

Stephan M. Liozu is Chief Value Officer of the Thales Group. He is also an Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. Stephan holds a Ph.D. in Management from Case Western Reserve University (2013), an MS in Innovation Management from Toulouse School of Management (2005), and an MBA in Marketing from Cleveland States University (1991). He is a Certified Pricing Professional (CPP), a Prosci® certified Change Manager, and a Strategyzer Business Model Innovation Coach. Over the past few years, Stephan published academic articles in the Journal of Revenue & Pricing Management, Business Horizons, MIT Sloan Management Review, and Industrial Marketing Management. He has also written several articles on strategic pricing issues for the Journal of Professional Pricing and is a regular presenter at Professional Pricing Society conferences in Europe and North America as well as the Strategic Account Management Association conferences.

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