Presentation
The "Business Case" Approach to Understanding and
Communicating Customer Value
A key to success in many B-to-B markets is the ability to make a better business case for your product or service vs. competing offerings. This session lays out the steps involved in developing that capability. These include:
- Refining your own understanding of the added value you bring to different types of customers
- Estimating what that added value can contribute to a customer's bottom line
- Framing your value advantage in comparisons with competing offerings.
- Using your business case in managing price negotiations.
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