Three Ways to Sell Value in B2B Markets

Value-based selling (VBS) is crucial in B2B markets, but many companies struggle to implement it effectively. The challenges of VBS arise from confusion about the value salespeople should sell, the outcomes they should price, and the risks and responsibilities shared by the seller and buyer. To address this, vendors can choose from three different approaches: product-centric, customer process-centric, or performance-centric VBS. Each approach has its own characteristics, requirements, and challenges. VBS is based on demonstrating the monetary worth of the benefits a customer receives in exchange for the price paid.