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Presentations at the Professional Pricing Society & the Pricing Institute

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Presentation

Use your "Business Case" to manage B-to-B customers' multiple purchasing agendas

Three different types of agendas often come into play as business customers make their purchase decisions. These include performance agendas, business agendas, and personal agendas. Companies pursuing premium-value strategies in their pricing often need to manage all three if they are to win a customer's business. In this session, we'll look at how a well-articulated business case can play different roles in influencing each type of agenda. We'll see how it can play "second fiddle" in reinforcing the performance agenda, how it provides the focus for the business agenda, and how it can help support some personal agendas while neutralizing others.

Participants in this session will learn:

• The steps involved in making a good business case for their products and services.
• Three distinctly different approches to communicating that business case to a customer.
• Why it is often a mistake to lead with your business case, but essential to have it ready when you need it.
• How to use the business case to reign in personal agendas.
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