Developing Product Solutions That Add Value
6.1 Explain the importance of developing product solutions that add value
As noted in Chapter 2, a product strategy helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs. The product strategy is a well-conceived plan that emphasizes becoming a product expert, selling specific benefits, and configuring value-added solutions (Figure 6.1). Configuring value-added solutions is discussed in detail in Chapter 7. A McKinsey survey of more than 1,200 B2B purchasing decision makers revealed that, among the habits that undermine the sales experience, the second “most destructive” was a lack of knowledge about either their products or ...
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