"Pricing experts like me evangelize the importance of value-based pricing. It's the most profitable pricing strategy out there. Yet, when asked the question, "What is value?" even pricing experts don't agree. Face it. Value is an ambiguous word, but ambiguous doesn't mean unimportant.
Value is possibly the single most important, yet misunderstood, concept in business. To make a purchase, your buyers must believe they will receive significantly more value than they pay. Your entire business is based on trading value for money, but what is value?
It's not surprising that most companies can't clearly explain how much value their customers get from their products. Even most salespeople, who are the closest to the customers, can't explain how buyers perceive value when making purchase decisions.
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Experts buy features. Everyone else buys benefits. Very few people are experts.
Forrester tells us, “Sixty-two percent of vendor salespeople are knowledgeable about their company and its products, but only 22% understand the buyers’ business issues, and where they can help.” This means you probably know your products, but you aren’t selling value."
Trechos retirados de "Selling Value: How to Win More Deals at Higher Prices" de Mark Stiving.
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