Value Merchants

Fülszöveg

If you're a supplier serving business markets, you're probably used to purchasing managers who focus on getting price concessions. But what if you could back your proposai with hard data, not vague promises?
Solid evidence of the superior value you can deliver will set your company apart from "commodity" suppliers and persuasively show purchasing managers that your company really can help them achieve their cost réduction goals.
This strategy is the foundation of an innovative new business philosophy developed specifically for suppliers that serve business markets. Dubbed customer value management, this analytics-driven approach focuses on gathering and analyzing data in order to demonstrate, in monetary terms, the superior value that your products deliver to customers.
Value Merchants offers a detailed, step-by-step explanation of customer value management and how to implement it. The authors provide the tools to turn your salespeople into "value merchants" who can... Tovább

Fülszöveg

If you're a supplier serving business markets, you're probably used to purchasing managers who focus on getting price concessions. But what if you could back your proposai with hard data, not vague promises?
Solid evidence of the superior value you can deliver will set your company apart from "commodity" suppliers and persuasively show purchasing managers that your company really can help them achieve their cost réduction goals.
This strategy is the foundation of an innovative new business philosophy developed specifically for suppliers that serve business markets. Dubbed customer value management, this analytics-driven approach focuses on gathering and analyzing data in order to demonstrate, in monetary terms, the superior value that your products deliver to customers.
Value Merchants offers a detailed, step-by-step explanation of customer value management and how to implement it. The authors provide the tools to turn your salespeople into "value merchants" who can conceptualize your company's value and work with customers to document cost savings and substantiate results over time.
Anderson, Kumar, and Narus developed and refined the concepts and tools they outline during many years of consulting with business market clients and researching management practices. They bring their concepts to life for readers with plentiful practical examples drawn from a variety of industries and countries.
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If your salespeople make vague promises without any hard data to back their claims, or if your company is all too often forced to compete on price alone, Value Merchants can help you develop new strategies that shift the focus from slashing price points to demonstrating and documenting superior value.
JAMES C. ANDERSON is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University.
NIRMALYA KUMAR is Professor of Marketing, Faculty Director for Executive Education, Director of the Centre for Marketing, and Codirector of the Aditya V. Birla India Centre at London Business School. He is the coauthor of Private Label Strategy.
JAMES A. NARUS is Professor of Business Marketing at the Babcock Graduate School of Management, Wake Forest University. Narus is the coauthor, with James C. Anderson, of the best-selling textbook, Business Market Management. Vissza