In this blog, I would like to complete the discussion of how technology can play a much greater role in actually facilitating the right conversations between buyers and sellers. Previously, we explored collaboration and transparency. In this blog we’ll explore the third essential attribute to any software and technology solution and that is ensuring a relevant conversation about value between the buyer and the seller.
Value: From the English / Oxford Dictionary
- relative worth, utility, or importance..
Using this as a starting point, let’s explore the meaning of “value” as it pertains to B2B sales. While I have found this concept to be perhaps the most misunderstood (and abused) term in business (and I have written much about it), the initial question we must ask is “relative to what?” This leads to several critical insights:
- Value is anywhere and everywhere specific to the customer’s situation
- Value only exists in the customer’s mind as that perceived utility or worth which is incremental to the customer’s next best alternative to you