Value Creation Product Strategies for Transactional, Consultative, and Strategic Alliance Buyers

In most cases, value creation investments during the transactional sale are minimal. Emphasis is usually placed on finding ways to eliminate any unnecessary costs associated with the sale and avoiding delays in processing the order. Technology investments can sometimes play a big role in improving efficiencies.38 For example, customers may be encouraged to order products online.

A considerable amount of value creation takes place in consultative sales. Higher investments in value creation are permitted because companies need to invest in developing a good understanding of the customer’s needs and problems. This is especially true in large, complex ...

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