When an aggressively price war breaks out reducing margins all over the market, it may be perceived as marketing strategy, however this could lead to costly and unexpected repercussions.

To stand above the competition, without recurring a competition based in price, worldwide organizations are searching for distinct way of providing value not only to their customers but also without compromising its own sustainability. In this context, value-based selling approach appear as an interesting alternative for organizations to pursue as a selling strategy.

Nevertheless that it is only possible if the organization stand in a holistic position – beginning from the strategy and organization capabilities and providing the fundamental tools to its salesforce apply VBS, to reinforcing customer orientation and the search to guarantee a tailored and superior value proposition to the customer manifested by the sales persons behaviours.

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