As the year (and the decade) come to a close in the coming weeks, we look back to some of our favorite whitepapers, videos, and webinars from the past year. Since January, we have explored topics as diverse as using ways Value Maps can help ensure a successful product launch, strategies around quantifying the value of services, and ways to initiate and scale an organization-wide Value Selling initiative.
While the subject matter has been diverse, there is one common thread that ties all of our favorite published content together: B2B businesses that incorporate Value throughout the product development and commercialization processes outperform those who fail to do so.
Check out our favorite whitepapers, videos, and webinars below, and enter 2020 with fresh ideas on how to incorporate value in your business.
1. Realize Value from Product & Service Bundles: Design, Price & Sell Packaged B2B Solutions
Successful B2B commercial teams routinely consider the best way to package services, products, and solutions to realize higher prices, improve engagement metrics, fill their funnel, pursue qualified opportunities, and increase revenues. As we enter the next decade, the importance of designing offers that combine products and services will become increasingly critical to maximizing customer value and profitability. In this white paper, learn the legitimate reasons for packaging, contrasting product and service bundles with their associated a la carte offerings using illustrative case studies.
2. 8 Pitfalls of Value Based Pricing
Many B2B companies are embracing value-based pricing due to its potential to increase profitability, yet many of these companies struggle to achieve the full earnings potential of value-based pricing. They often start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement, and/or sustain the value-based pricing journey.
In this two-part webinar series, Joanne Smith, President of Price to Profits Consulting, former DuPont Pricing Leader and author of The Price Negotiation Playbook and The Price and Profit Playbook, shared her insights on 8 common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing journeys. After watching Part 1, check out Part 2 Here.
3. Start Value Selling: 5 Expert Insights
Great B2B enterprises utilize Value Selling to speed up sales cycles, drive higher prices, increase close rates, and support successful product launches. In order to realize these benefits, gaining adoption within your sales organization is critical. But what are the key first steps business teams need to take to get started? In this video, Marian DeSimone shares five practical tips to use when implementing value selling, gained from years of experience educating and transforming sales teams to be business value-centric.
4. Drive Sales Team Success: Keys to a Sustainable Value Selling Initiative
Technology has changed the fundamentals of B2B sales. Top-performing, modern sales teams engage buyers in ways that are customer-centric, customer-relevant, and delivery-centric. Each of these are foundational components of Value Selling. Value Selling delivers sales success. In this white paper, learn the key elements that drive sustainable value selling initiatives, including key ingredients of a great Value Proposition, six ways Value Propositions change the sales process itself, tips to raise organizational energy and commitment around Customer Value and Value Selling, and more!
5. Customer Value and Voice of Customer to Set Price: Leverage Your Market Experience
Pricing efforts in the New Product Development (NPD) cycle can have an outsized impact on the success of your next offering launch. The best way to ensure a successful pricing strategy upon launch is to incorporate value and voice of customer research early on in the development process, and apply those findings when entering new markets. In this session, Tim Smith, PHD, CPP explored best practices for clarifying your value proposition, setting your prices from that value proposition, and leveraging that value story into new country markets.
6. Quantifying and Selling Value for Services
Almost all B2B businesses not only provide products, but also deliver services – separately or as part of a bundled offering. Customers want proof of value and they have made this clear. However, once you demonstrate that value, how to do make sure you present it in a way that the economic buyer is willing, able, and wants to pay you for your value? Companies that are best-in-class in demonstrating, delivering, pricing, and negotiating based on value are 35% more profitable than companies that take a market share/get all orders approach. At the same time companies that buy based on best value are 36% more profitable, It’s not a zero-sum game. In this webinar, Todd Snelgrove shared strategies to help you rethink how to price, present, and negotiate based on your value of your Services.
7. Value Maps For Customer-Centric Product Strategy
The strategic landscape for commercial teams has become increasingly complex. Successful enterprises strive to improve the tools and technology they use to navigate markets, alert to their customers’ needs and aware of their competitors’ strengths and weaknesses. Value Maps can be a great first step to provide strategic insights that help improve performance. In this white paper, we explore the ways that Value Maps can be used to help guide business teams, including best practices, applications in multiple competitive scenarios, and common pitfalls.
8. Competitive Intelligence to Inform your Customer Value Models
Deploying value-based strategies and modeling customer value requires a deep knowledge of competitors. Because customer value is relative to other market players, it is important to gather ongoing intelligence about competitors’ products and services, pricing levels, and pricing behaviors. In this webinar, Stephan Liozu, Chief Value Officer at Thales, reviewed the types of competitive information that is needed to make sure your customer value models are relevant, precise, and dynamic. Knowing your competitors is a key requirement to value-based strategies, and obsessing about your customer is the heart of these strategies!
