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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Keränen, Joona (Autor), Terho, Harri (Autor), Saurama, Antti (Autor)
Autor Corporativo: Safari, an O'Reilly Media Company
Formato: Electrónico eBook
Idioma:Inglés
Publicado: MIT Sloan Management Review, 2021.
Edición:1st edition.
Temas:
Industrial marketing.
Marketing industriel.
Industrial marketing
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Descripción
Sumario: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.
Descripción Física:1 online resource (9 pages)

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