Quantifying and Selling the Value of Intangibles

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Intangible value drivers, such as brand, quality, or reliability may be critical differentiators for B2B companies, yet many organizations don’t try to quantify them in tangible monetary terms. Some ignore them, some are afraid of them, and others downright don’t see them. But intangibles should never be overlooked or underestimated; as long as humans are making buying decisions, selling intangibles is a must.

Join Stephan Liozu for Quantifying and Selling the Value of Intangibles to learn:

  • How and where to find your intangible value
  • The steps to properly quantify intangibles
  • Best practices in selling the value of intangibles


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. He authored three b

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