As vendas deviam ser transformadas, por quem vende, num investimento para quem compra.
No b2b se o cliente pagar x quanto vai ganhar, y, por escolher uma certa opção A em detrimento de uma certa opção B?
No b2c se o cliente pagar x que experiência vai poder viver se escolher por uma certa opção A em detrimento de uma certa opção B?
"In b2b market, both the supplier (when offering their products/solutions) and the buyer (when choosing among alternative offers) aim at increasing their own value (NPV). Both the supplier and the customer can increase their values by eight dimensions that are called financial value drivers.
1. Sales increase. Additional sales increase (ceteris paribus) value.
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2. Operating profit margin. Bigger operating profit margin increases (ceteris paribus) value.
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3. Tax rate. Reduction of tax paid increases (ceteris paribus) value.
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4. Effectiveness of working capital investment. Working capital equals current assets (cash, accounts receivable and inventory) minus accounts payable. The effectiveness of working capital investment can be measured as a relation between operating profit, cash frozen in accounts receivable, and inventory (the bigger the relation, the better) or determined by the time of outflows and inflows of cash (the shorter time between cash payments for buying parts and materials, and cash inflows from sales, the better).
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5. Effectiveness of fixed asset investment. The improvement of relation of operating profit to cash frozen in fixed assets increases (ceteris paribus) value.
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6. Cost of capital. Smaller cash paid by company to debtors (interest rate) and the owners (return) for their capital increases (ceteris paribus) value.
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7. Value creation period. The longer a business can generate cash on the expected level (ceteris paribus), the bigger value.
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8. Launching an additional business unit (new product, additional source of value) increases (ceteris paribus) value.
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VP is defined as translating the differentiating feature (design attribute) of an offering into monetary impact on customer's business value in value-based selling.
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tell the story about the offer's impact on customer's business operating profit margin (by reducing one of operating costs), so about one of eight financial value drivers.
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The "product differentiating feature/design attribute" is the real cause of the impact on the customer's both non-financial and financial value driver (s). VP translates the offer's feature (as a cause) into quantified non-financial and financial effects. Thirdly, the differential impact of the offer on the customer's business value justifies its higher price that is presented as an investment for the customer. The supplier avoids price competition this way."
Trechos de "Where is value in b2b value proposition? The concept of value in research on selling, innovation management and NPD" de Ryszard Kłeczek, publicado em Wroclaw University of Economics and Business em Abril de 2018:
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