Kellogg Marketing Scholar Shows How 'Value Merchants' Gain Edge
Most general managers, marketing managers and sales managers would jump at the chance to know a proven method for winning more B2B business and increasing profits. "Customer managers, particularly purchasing managers, are under tremendous pressure to reduce the cost of acquired goods and services," Anderson says. "One easy way to do this is to reduce price, but if your company doesn't want to do that, then it becomes more difficult." "Demonstrating means showing the customer what kind of cost savings or profit from incremental revenue it can expect from doing business with you as opposed to the next best alternative.