delivering value pricing through b2 b sales teams slide deck
TRANSCRIPT
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COMPANY CONFIDENTIAL
Delivering Value Pricing Through B2B Sales Teams
Monthly Webinar Series – May 28, 2014
Sponsored by LeveragePoint the Software Solution for Value-based Pricing
www.leveragepoint.com
www.leveragepoint.com
About the Speaker
www.leveragepoint.com
Mike Wilkinson Co-founder and Director,
• Over 25 years of world-wide training and consultancy experience
• 2013 Training Journal award winner for best sales programming
• Co-author of The Challenge of Value and Value Based Pricing • Author of many articles on managing major sales and value • Fellow at the Institute of Sales and Marketing Management • Member of the Professional Speakers Association and the
Global Speakers Federation
Delivering Pricing
Excellence through the Sales Team
Mike Wilkinson Director, Axia Value Solutions
SOMEONE HAS TO TALK TO THE CUSTOMER…………
PRICE MANAGEMENT
PRICE SETTING
PRICE GETTING
The 7 Challenges of Value 1. Understanding just what value is
A
Value is…………….
Solve the
Value
Mystery!
Our Mission?
The 7 Challenges of Value 1. Understanding just what value is
2. Recognizing that value and value perceptions are constantly changing
3. Identifying people who care about value
4. Differentiating in ways that matter
5. Communicating your value
6. Capturing your value through price
7. Delivering the value you promised
EMOTIONAL CONTRIBUTION (EC)
The Value Triad©
Absolute/Objective Perceived/Subjective
REVENUE GAIN (RG)
COST REDUCTION (CR)
VALUE TO THE CUSTOMER
Macdivitt & Wilkinson 2012
Value Triad© Analysis
RG
EC
CR
Revenue Gain (RG) List below the factors that increase your customers revenues
Cost Reduction (CR) List below the factors that reduce your customers costs
Emotional Contribution (EC) List below anything that enhances customer “feel-good”
Your Customers Define Value
Not You!
So how do you find out…..?
Over to the Sales Team!
It’s a bit too expensive……
But I’m sure we can discount the price a little…
DEFAULT BUTTON
Press gently to deliver unnecessary
discount
Comprehend the things the customer values
Create value for the customer (differentiate your
offering)
Communicate the value
Convince customers that your value is worth paying
for
Capture your value through effective pricing
The 5 C’s of Value
Why don’t customers buy?
Because they don’t understand (or
appreciate) your value
SOMEONE HAS TO TALK TO THE CUSTOMER…………
SO MAKE SURE THEY HAVE THE SKILLS, CONFIDENCE AND CAPABILITY TO DO IT WELL! GIVE THEM THE TRAINING AND THE WEAPONS!
So what to do next???
“Even if you’re on the right track, You’ll get run over if you just sit there.”
Will Rogers
Questions
What will be the main takeaways for you from our session today?
How can you ensure your sales team supports your pricing initiatives?
How can you make sure your pricing team supports your sales team?
What are you going to DO?
The 7 Challenges of Value 1. Understanding just what value is
2. Recognizing that value and value perceptions are constantly changing
3. Identifying people who care about value
4. Differentiating in ways that matter
5. Communicating your value
6. Capturing your value through price
7. Delivering the value you promised
How do B2B Enterprises communicate and capture VALUE via the sales force?
27
Cloud-Enabling the Sales Force
Value Messages, Competitive
differentiators, Value Props
Value Equations &
Models
Competitors Customers
Industry Products
Repository/Libraries
Engage customers in a value discussion
Co
llect
& s
har
e c
ust
om
er
fee
db
ack
acro
ss t
he
org
aniz
atio
n
• Consistent Messages • Build relationship • Capture value • Win more deals
UVPs
Bu
ild
Pro
du
ct, M
arke
tin
g ,P
rici
ng
Exec
ute
C
ust
om
er F
acin
g
Value Modeling Value Communications
value db & platform
Confidential
More Information on LeveragePoint and Axia
Let us know your thoughts and enter to win a copy of
Value-based Pricing!
Please complete our three question survey
which will appear when you leave the webinar.
All respondents will be entered in a raffle to win
a copy of Value-based Pricing
Visit the link below to request a 15 minute call to learn how LeveragePoint and Axia enable B2B enterprises to execute
Value-based Pricing and Sales strategies.
http://www2.leveragepoint.com/learnmore
Questions and Answers
To Contact LeveragePoint
www.leveragepoint.com
(617) 945-9747
To Contact Mike Wilkinson
Co-founder and Director
Axia Value Solutions
Let us know your thoughts and enter to win a copy of
Value-based Pricing!
Please complete our three question survey
which will appear when you leave the webinar.
All respondents will be entered in a raffle to win
a copy of Value-based Pricing