By Jeff Thull, author of “The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale”.
Value truly is in the eye of the beholder. If your customer can’t perceive the value you provide, it doesn’t exist. Period.
The value gap can often be traced back to cross-functional dysfunction, a term that basically means your departments are not working together—or, even worse, they may be in conflict with each other. For example, R&D creates new products that have little connection with the customer’s real problems. Marketing generates leads but is not held accountable for the results. Salespeople merely “present” solutions instead of seeking out relevant information on what the customer’s real requirements are.
Full article over at MarketingProfs.com