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The bitterness of poor quality remains long after the sweetness of low price is forgotten.” (Benjamin Franklin)

At the heart of every proper selling strategy lies the need to communicate value to customers and defend one’s price. Indeed, I subscribe to the belief that price is seldom a problem when the value of an offering is clearly understood by sellers and buyers alike. This session discusses the complications that often arise when an organisation tries to sell value in a market plagued by customers who, strategically or otherwise, are skeptical. To remedy the situation, I lay out a roadmap of five clear actions. There are two major conclusions. The first is that a better understanding of what value means to customers – and how firms can be true to their promises – gives a sense of calibration and confidence that helps fight off the pressure imposed by clients and competitors. The second is that organisations that “stay calm and sell value” see immediate returns, followed by sustained growth and profitability. This roadmap, therefore, is a recipe to capitalise on value creation, particularly in markets where innovation and creativity is fast-paced and expensive.