"focuses on identifying key drivers of customers’ earning logic"

"The face-to-face interviews with sales managers indicated that value-based selling is a viable and utilized sales approach in the companies selected for our study. The common themes recurring in top of mind responses indicate that value-based selling behaviors shift the sales focus to the offering’s implications for the customer’s business instead of focusing on customers’ expressed needs and creating customer satisfaction. [Moi ici: Rever este sublinhado, sobretudo aquele "implications for the customer’s business"] More specifically, respondents emphasized that value-based selling is a broader approach than selling product functionalities or customer benefits, focusing on the value-in-use potential of the offering for the customer’s business and financial profits.
...
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.
...
More specifically, the analysis of the interviews reveals that value-based selling is a multidimensional concept comprising three salient dimensions: (1) understanding the customer’s business model, (2) crafting the value proposition, and (3) communicating the value. 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 in- depth understanding of the customer's business model, thereby convincingly demonstrating their contribution to customers’ profitability.”
...
Understanding the customer’s business modelAll respondents emphasized that value-based selling must be based on behaviors focusing on building a thorough understanding of the customer’s business goals. The need for a thorough understanding was manifested in a variety of ways in the interviewees’ comments, such as 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.
...
In sum, 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."

Continua.

Trechos retirados de "It's almost like taking the sales out of selling— Conceptualizing value-based selling in business markets", publicado por Industrial Marketing Management · January 2012