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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Why Are Value Propositions Important?

It may be recognised that for any organisation providing customers with something they value that is different and better than competitors is increasingly a challenge. In a world where technology moves quickly, having a product advantage over a long period of time is a pipe-dream.

It's Not All About the Product

Even if sustained product differentiation was possible, is it really what customers want? When Forrester asked Fortune 500 C suite executives involved in buying decisions why they chose a certain vendor, only 16 % cited a vendor’s products, services or capabilities to be the most important factor separating them from the pack. Executives overwhelmingly believed that vendors who understood their business problems and could prescribe solutions to them were the ones who won out. Despite this only 27 % of C-level executives found salespeople knowledgeable about their business.

In Agile Selling Jill Konrath notes that buyers increasingly keep sellers out because in their experience most are ‘Product-pushing peddlers who don’t bring any value to the decision making process, ask stupid questions, offer minimal insights and give boring presentations’. A C-level respondent to the Forrester survey echoed this! ‘I just spent the last 30 minutes with a salesperson in a well-known company who gave me a stack of brochures almost as big as a phone book to look through. It’s as if he expected me to wade through all of that material to find the needles in the haystack for how they can help me.’

 
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