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 addr...
Gespeichert in:
| Veröffentlicht in: | MIT Sloan management review 2021-10, Vol.63 (1), p.64-70 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 70 |
|---|---|
| container_issue | 1 |
| container_start_page | 64 |
| container_title | MIT Sloan management review |
| container_volume | 63 |
| creator | Keränen, Joona Terho, Harri Saurama, Antti |
| description | 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. |
| format | Article |
| fullrecord | <record><control><sourceid>proquest</sourceid><recordid>TN_cdi_proquest_journals_2954921928</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2954921928</sourcerecordid><originalsourceid>FETCH-LOGICAL-p98t-d8a34d411b246cc8e643736c5a443e8cabaa6d0d0b05cf64d3cce14fa999eede3</originalsourceid><addsrcrecordid>eNotzb1uwjAUQGEPIEGBd7DE0CmSf26M7wioLUggBiIY0Y19oxYiQuNk6NsXqZ3O9p2BGOvcmgw1wki8pHRVShtt1Fi8Fp8tszzTT5JdI49c1_JEdc_y6y5XZiX31N64S1MxrKhOPPvvRBTvb8V6k-0OH9v1cpc90HdZ9GQhgtalAReCZwd2YV3ICcCyD1QSuaiiKlUeKgfRhsAaKkJE5sh2IuZ_7KNtvntO3eXa9O39ebwYzAGNRuPtL7PYOnQ</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2954921928</pqid></control><display><type>article</type><title>Three Ways to Sell Value in B2B Markets</title><source>Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals</source><source>MIT Sloan Management Review</source><creator>Keränen, Joona ; Terho, Harri ; Saurama, Antti</creator><creatorcontrib>Keränen, Joona ; Terho, Harri ; Saurama, Antti</creatorcontrib><description>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.</description><identifier>ISSN: 1532-9194</identifier><language>eng</language><publisher>Cambridge: Massachusetts Institute of Technology, Cambridge, MA</publisher><subject>Business to business commerce ; Customer services ; Monetary policy ; Prices ; Vendors</subject><ispartof>MIT Sloan management review, 2021-10, Vol.63 (1), p.64-70</ispartof><rights>Copyright Massachusetts Institute of Technology, Cambridge, MA Fall 2021</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,776,780</link.rule.ids></links><search><creatorcontrib>Keränen, Joona</creatorcontrib><creatorcontrib>Terho, Harri</creatorcontrib><creatorcontrib>Saurama, Antti</creatorcontrib><title>Three Ways to Sell Value in B2B Markets</title><title>MIT Sloan management review</title><description>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.</description><subject>Business to business commerce</subject><subject>Customer services</subject><subject>Monetary policy</subject><subject>Prices</subject><subject>Vendors</subject><issn>1532-9194</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2021</creationdate><recordtype>article</recordtype><sourceid>8G5</sourceid><sourceid>BEC</sourceid><sourceid>BENPR</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNotzb1uwjAUQGEPIEGBd7DE0CmSf26M7wioLUggBiIY0Y19oxYiQuNk6NsXqZ3O9p2BGOvcmgw1wki8pHRVShtt1Fi8Fp8tszzTT5JdI49c1_JEdc_y6y5XZiX31N64S1MxrKhOPPvvRBTvb8V6k-0OH9v1cpc90HdZ9GQhgtalAReCZwd2YV3ICcCyD1QSuaiiKlUeKgfRhsAaKkJE5sh2IuZ_7KNtvntO3eXa9O39ebwYzAGNRuPtL7PYOnQ</recordid><startdate>20211001</startdate><enddate>20211001</enddate><creator>Keränen, Joona</creator><creator>Terho, Harri</creator><creator>Saurama, Antti</creator><general>Massachusetts Institute of Technology, Cambridge, MA</general><scope>0U~</scope><scope>1-H</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>885</scope><scope>88C</scope><scope>88K</scope><scope>8AO</scope><scope>8FI</scope><scope>8FJ</scope><scope>8FK</scope><scope>8FL</scope><scope>8G5</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>AZQEC</scope><scope>BEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRAZJ</scope><scope>FRNLG</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GHDGH</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K60</scope><scope>K6~</scope><scope>K8~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M0T</scope><scope>M1F</scope><scope>M2O</scope><scope>M2T</scope><scope>MBDVC</scope><scope>PHGZM</scope><scope>PHGZT</scope><scope>PJZUB</scope><scope>PKEHL</scope><scope>PPXIY</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>Q9U</scope></search><sort><creationdate>20211001</creationdate><title>Three Ways to Sell Value in B2B Markets</title><author>Keränen, Joona ; Terho, Harri ; Saurama, Antti</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-p98t-d8a34d411b246cc8e643736c5a443e8cabaa6d0d0b05cf64d3cce14fa999eede3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2021</creationdate><topic>Business to business commerce</topic><topic>Customer services</topic><topic>Monetary policy</topic><topic>Prices</topic><topic>Vendors</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Keränen, Joona</creatorcontrib><creatorcontrib>Terho, Harri</creatorcontrib><creatorcontrib>Saurama, Antti</creatorcontrib><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Banking Information Database (Alumni Edition)</collection><collection>Healthcare Administration Database (Alumni)</collection><collection>Telecommunications (Alumni Edition)</collection><collection>ProQuest Pharma Collection</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>Research Library (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>eLibrary</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Accounting, Tax & Banking Collection (Alumni)</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>DELNET Management Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Healthcare Administration Database</collection><collection>Banking Information Database</collection><collection>Research Library</collection><collection>Telecommunications Database</collection><collection>Research Library (Corporate)</collection><collection>ProQuest Central (New)</collection><collection>ProQuest One Academic (New)</collection><collection>ProQuest Health & Medical Research Collection</collection><collection>ProQuest One Academic Middle East (New)</collection><collection>ProQuest One Health & Nursing</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ProQuest Central Basic</collection><jtitle>MIT Sloan management review</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Keränen, Joona</au><au>Terho, Harri</au><au>Saurama, Antti</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Three Ways to Sell Value in B2B Markets</atitle><jtitle>MIT Sloan management review</jtitle><date>2021-10-01</date><risdate>2021</risdate><volume>63</volume><issue>1</issue><spage>64</spage><epage>70</epage><pages>64-70</pages><issn>1532-9194</issn><abstract>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.</abstract><cop>Cambridge</cop><pub>Massachusetts Institute of Technology, Cambridge, MA</pub><tpages>7</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 1532-9194 |
| ispartof | MIT Sloan management review, 2021-10, Vol.63 (1), p.64-70 |
| issn | 1532-9194 |
| language | eng |
| recordid | cdi_proquest_journals_2954921928 |
| source | Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; MIT Sloan Management Review |
| subjects | Business to business commerce Customer services Monetary policy Prices Vendors |
| title | Three Ways to Sell Value in B2B Markets |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-02-15T06%3A24%3A47IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Three%20Ways%20to%20Sell%20Value%20in%20B2B%20Markets&rft.jtitle=MIT%20Sloan%20management%20review&rft.au=Ker%C3%A4nen,%20Joona&rft.date=2021-10-01&rft.volume=63&rft.issue=1&rft.spage=64&rft.epage=70&rft.pages=64-70&rft.issn=1532-9194&rft_id=info:doi/&rft_dat=%3Cproquest%3E2954921928%3C/proquest%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2954921928&rft_id=info:pmid/&rfr_iscdi=true |