"In our experience, value-based selling initiatives often start with the wrong premise. Senior executives assume that their company’s differentiated offerings deserve a higher price. In turn, this sense of entitlement lulls them into thinking that the only challenge is to quantify and communicate every advantage. Faced with hard numbers, they reason, any customer in their right mind would happily pay a premium.
However, in most commercial relationships, value is not at the sole discretion of the seller but cocreated with customers who play an active role in realizing desired outcomes. It follows that successful value-based sellers not only prove the added value of their products and services but also gain commitment from customers and foster a shared understanding of the opportunity.
Our framework, developed over years of helping companies achieve long-term returns from product development, grounds a five-part process for successful value-based sales in three key principles essential to such initiatives: commitment, understanding, and proof. ... Establishing commitment is required at the start to motivate customers to work with the sales team, and again at the end to reward customers appropriately. The drive to reach mutual understanding shapes the second step, where salespeople educate customers about the range of benefits offered by their solutions, as well as the fourth step, where they translate expected customer savings and gains into a compelling business case. At the center of our framework and the sales process is proof — because, ultimately, companies attract and retain customers only when they can quantify the value that their solutions add."
Excelente artigo sobre value-based pricing "Acing Value-Based Sales."
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