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O autor do capítulo 17 de "Innovation in Pricing", "Using Ecoonomic Value Communication to Bend Business-to-Business Buyers' Value Perceptions" é Christopher Provines.
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Mal vi o título deste postal "Do Customers Even Care About Value?" recordei ter lido a mesma pergunta no referido capítulo.
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Neste postal Provines dá 5 razões plausíveis para explicar porque é que um cliente parece não querer saber do o valor e só se concentra no preço:
"The customer really doesn’t care about value: For a variety of reasons, some customers really only care about price.
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It’s a negotiation tactic: Customers are becoming increasingly sophisticated buyers. It could be that the customer has learned to focus on price as a negotiation tactic to get suppliers to lower their prices.
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There are no perceived value differences: The customer may see no real difference in value between your solution and the next best alternative.
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You’re not aligned with the buying process: ... If you engage at the wrong time in the buying process or engage in the wrong way, there’s no hope to get your value message across.
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You’re talking to the wrong person: It could merely be that you’re talking to the wrong person. Maybe the person you are selling to has a personal incentive to reduce costs and doesn’t care about value differences. If this is the case, you need to find someone who cares."
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