This is a copyrighted work and The McGraw-Hill Companies, Inc. From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations If legal advice or other expert assistance is required, the services of a competent professional person should be sought. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. To contact a representative please e-mail us at publication is designed to provide accurate and authoritative information in regard to the subject matter covered. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. Where such designations appear in this book, they have been printed with initial caps. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-176168-0, MHID: 0-07-176168-3.Īll trademarks are trademarks of their respective owners. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. Read moreĭrive Sales and Boost Your Bottom Line by Creating, Communicating, and Capturing Customer ValueĬopyright © 2012 by The McGraw-Hill Companies, Inc. Once you know your own value-and how to communicate it to others-everybody profits. So forget about your old pricing methods based on costs and competition. And when it comes to today’s more intangible markets-such as consulting services or digital properties like e-books and music files-these value-based strategies are more important than ever. These are the same value-based strategies used by major companies such as Philips, Alstom, Siemens, and Virgin Mobile. By delivering these core values to your customers-through marketing, selling, negotiation, and pricing-you can expect an increase in profits, productivity, and consumer goodwill. Now more than ever, it is essential for you to reexamine the reality of the value you offer customers-and this step-by-step program shows you how.ĭeveloped by global consultants Harry Macdivitt and Mike Wilkinson, Value-Based Pricing identifies three basic elements of the Value Triad: revenue gain, cost reduction, and emotional contribution. Communicate your value directly to your customers.Quantify your differences and build a value-based strategy.Focus on what makes your company different.Understand your customers’ wants and needs.Done correctly, this method of pricing and selling helps you: Even in today’s global market-with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings-you can outsell and outperform the rest using Value-Based Pricing. When customers feel they are getting good value from your product or service, they are more than happy to pay more-which is good news for you and your business. Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value. A Groundbreaking Pricing Model for the New Business Landscape
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