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In the world of B2B transactions, if one is selling on a value proposition then most likely one is assuming that the customer is achieving a return on their investment using the product or service. If the selling a premium product at a significantly higher price point, then it is also likely that the customer must intuitively or explicitly derive a benefit in excess of the total cost of ownership. Depending on the magnitude of the investment, the customer may have to create a formal Return On Investment (ROI), before any purchase decision can be made. The reality is that most sales organization must communicate value to customers as an integral part of their function.
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