Three Ways to Sell Value in B2B Markets
Value-based selling can boost margins and competitiveness, but vendors must first advance beyond the prevailing one-size-fits-all approach.
The Research
- Since 2010, the authors have collaborated with more than 70 companies in a wide range of B2B industries. Some were already advanced at value-based selling (VBS), while others were just beginning to invest in the approach.
- The authors relied primarily on inductive research methods and more than 100 semistructured interviews with senior decision makers to elicit managerial insights into the key strategies, practices, and challenges of VBS.
- They supplemented the field interviews with managerial ...
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