Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

PREFACE

WE HAVE WRITTEN this book for general managers, marketing managers, and sales managers whose businesses serve business markets—firms, institutions, and governments. A common lament that we hear from these managers is that although they believe their offerings deliver superior value to customers, their businesses have difficulty persuading customers of this. Customer managers, increasingly pressed for time and demonstrable results, appear to focus simply on reducing price. What causes this? A faulty customer value proposition? A lack of knowledge of how to persuasively substantiate the superior value of their offerings relative to those offered by competitors? Salespeople who are unwilling, or unable, to sell value and instead rely on ...