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:
Most common value to use to communicate value
The role of sales and marketing in preparing value tools
Essentials of value-based selling
The use of quantified value models in value selling
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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