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Value First Then Price : Quantifying Value in Business to Business Markets from the Perspective of Both
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Value-based pricing--pricing a product according to its value to the customer rather than its cost--is a powerful and often profitable strategy. Suppliers now understand that product value is defined in large part by their customers. But very few are able to define this, and concepts used to so, like "perceived value", are subjective, inexact, and as a result, frequently unreliable.
In this innovative book, Hinterhuber and Snelgrove propose the first quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial cases. In doing so, they provide researchers with a method by which to draw invaluable data-driven conclusions, and sales and marketing managers the theories and best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers.
The benefits include:
- Converting competitive advantages into quantified customer value
- A move from a win/lose sales relationship to a collaborative one, enabling joint identification and creation of additional value
- A solid, data-driven defence of pricing strategies against lower priced competitors.
This book provide a state-of-the art overview of how leading companies quantify and document value to customers, as well as cutting edge research on value quantification and value quantification capabilities. it will be essential reading for sales and pricing specialists as well as business strategists, in both research and practice.