Overview
For years, sales and marketing executives have understood the power of value-based selling: the ability to generate business based on customer value, as opposed to relying solely on product features, personal relationships and low price. But companies have found it difficult to implement value-based selling at a high level.
A new study demonstrates the effectiveness of value-based selling and reinforces the urgency for sales and marketing organizations to improve their value-based selling capabilities.
"Value-Based Selling: Building a Best-in-Class Capability for Sales Effectiveness," a research report prepared by the Aberdeen Group and sponsored by ZS Associates, surveyed more than 200 companies. The findings show that best-in-class companies—top-performing firms in terms of customer retention, average growth and deal size—consistently implemented value-based selling practices at a far higher rate than average.
Ty Curry, a Managing Principal for ZS based in San Francisco, talks about value-based selling in light of the findings, how companies thought to have a value-based selling model might not at all and the most important ways to ensure value-based selling success.
About the Expert: Ty Curry
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Ty has helped clients improve market coverage and productivity in numerous industries, including high tech, media and publishing, energy, apparel and life sciences. He works on sales-effectiveness issues that include sales force design, sales process design and implementation, resource optimization and incentive compensation.
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Learn More
View the full "Value-Based Selling" Aberdeen Study.