Positioning with April Dunford cover image

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

Positioning with April Dunford

NOTE

Value Lies in Savings or Earnings

When selling products to businesses, it is crucial to articulate how features translate into tangible value. In B2B sales, features, such as high megapixel cameras, must be connected to cost savings or revenue generation. For instance, demonstrating that a new camera eliminates the need for outsourced photography and saves money directly impacts the business's bottom line. In this context, businesses primarily seek to either increase earnings or reduce costs, with a minor focus on risk reduction. Clarifying value propositions in these terms can significantly enhance sales effectiveness.

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