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...
| Autores Corporativos: | , |
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| Otros Autores: | , , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
MIT Sloan Management Review
2021.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009822995306719 |
| 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. |
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| Descripción Física: | 1 online resource (9 pages) |
