Acerca da "value-based selling"

Excelente artigo, "‘It's almost like taking the sales out of selling’- Towards a conceptualization of value-based selling in business markets", publicado por Industrial Marketing Management. Vol. 41, No. 1.

"value-based selling goes beyond presenting the benefits of an offering to the customer. The central aspects of value-based selling behaviors are efforts to understand the customer’s business and the related value creation opportunities, proactive crafting of value propositions that are substantive from customer’s point of view, and communicating the value potential to the customer. Overall, the results indicate that this requires an inherently two-way orientation where both the salesperson and the customer are active participants
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We therefore define value-based selling behavior as “the degree to which the salesperson works with the customer to craft a market offering in such a way that benefits are translated into monetary terms, based on an indepth understanding of the customer's business model, thereby convincingly demonstrating their contribution to customers’ profitability.”
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All respondents emphasized that value-based selling must be based on behaviors focusing on building a thorough understanding of the customer’s business goals.
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the need to understand the customer’s goals, how the customer makes its money, the customer’s earning logic, and to understand the customer’s customers, which are all condensed into the business model concept.
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Understanding the customer’s business model is critical as it enables a sales approach aimed at the proactive creation of value for the customer’s business. The  interviewees emphasized going beyond customer articulated needs for selling value.
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Finally, the interviews stress that understanding the customer’s business model enables the salesperson to identify the most important value drivers for adding substantial value to a customer’s business. A deep knowledge of the customer’s business helps salespeople concentrate on the issues that will make a difference for the customer, and allows the salesperson to differentiate his company from the competition
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understanding the customer’s business model is defined as the degree to which a salesperson focuses on identifying key drivers of customers’ earning logic. This understanding forms the basis for crafting compelling value propositions and communicating them effectively.
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Even if salespeople cannot precisely quantify the value of their offerings, our interviews underline the importance of making the size of the value opportunity visible to the customer. Respondents emphasized widely that this may be more important than trying to quote the most precise numbers."