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...

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Veröffentlicht in:	MIT Sloan management review 2021-10, Vol.63 (1), p.64-70
Hauptverfasser:	Keränen, Joona, Terho, Harri, Saurama, Antti
Format:	Artikel
Sprache:	eng
Schlagworte:	Business to business commerce Customer services Monetary policy Prices Vendors
Online-Zugang:	Volltext
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