Criação e comunicação de valor para os clientes (parte V)

Parte IV.

"In business-to-business markets, value is perceived. It represents a combination  of the economic, technical and psychological benefits received in exchange for the price paid, relative to alternative solutions. This means that sellers have the opportunity to shape or 'bend' buyers' value perceptions. Many buyers, even sophisticated ones, lack the tools and insights necessary to assess the economic benefits of suppliers' solutions. So, what do they know?
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Being rational buyers, business-to-business economic buyers at least know and can evaluate one dimension of the offering. This, of course, is the price of the offering compared to other alternatives. This can lead to price competition and erosion.
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One way to combat this price competition and erosion is to develop an integrated economic value communication strategy. This is not about simply developing a value calculator and handing it to the sales force. It is about developing a comprehensive communication strategy.
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The complexity of the offering and the perceived outcome risk of the buyer are two key factors that should influence how sellers think about an integrated communication strategy. The greater the complexity of the offering, the higher is the need to communicate economic benefits. Similarly, the higher the perceived outcome risk, the more the seller will have to do to convince the buyer of the economic benefit of the solution."

Trecho retirado de "Innovation in Pricing"