CHAPTER 9
Building Expressions of Customer Value
Make no little plans; they have no magic to stir men’s blood.
—Daniel H. Burnham
You are now ready to learn to apply the Sales Value Chain to a specific customer organization. This chapter begins with a discussion about how to make value relevant depending on with whom in a customer organization you are working. From there, we will present two powerful value expressions—one qualitative and the other quantitative—that enable you to package business and political value in a way that creates relative superiority.
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