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      PREFACE

      WE HAVE WRITTEN this book for general managers, marketing managers, and sales managers whose businesses serve business markets—firms, institutions, and governments. A common lament that we hear from these managers is that although they believe their offerings deliver superior value to customers, their businesses have difficulty persuading customers of this. Customer managers, increasingly pressed for time and demonstrable results, appear to focus simply on reducing price. What causes this? A faulty customer value proposition? A lack of knowledge of how to persuasively substantiate the superior value of their offerings relative to those offered by competitors? Salespeople who are unwilling, or unable, to sell value and instead rely on price concessions to retain or gain business? Each of these may contribute to frustrating results, when sales may grow but profitability lags disappointingly behind.

      Our book enables general managers, marketing managers, and sales managers to overcome such obstacles and get a better return on the superior value that their market offerings deliver to target customers. We contend that to prosper in today’s demanding business markets, supplier managers have to fundamentally reexamine their philosophy of doing business and how they put it into practice. Suppliers must adopt a philosophy of doing business based on demonstrated and documented superior value and implement that philosophy using an approach we call customer value management. Customer value management is a progressive, practical approach to business markets that, in its essence, has two basic goals:

      Customer value management relies on customer value assessment to gain an understanding of customer requirements and preferences and what fulfilling those are worth СКАЧАТЬ