Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

SEVEN

Profit from Value Provided

Earning an Equitable Return

THROUGHOUT THIS BOOK, we have argued that suppliers must deliver superior value to their target customers compared to the next-best alternative. Yet, as challenging as this is for them to do consistently, most find it still more challenging to get an equitable or fair return on the value they provide. Understanding, creating, and delivering superior value often requires larger investments and greater resources from the supplier. And even when this is not the case, providing superior value compared to the next-best alternative means that it is reasonable for a supplier to expect something more in return from the customers it serves.

In today’s competitive business markets, though, ...