In B2B markets, customers do business with you for one reason - to achieve greater revenue & profit growth than they otherwise would with an alternative solution. To understand this financial view of value creation, pricing teams must move beyond internal (historical) data and add the “outside-in” perspective of the customer. Without this perspective, pricing teams cannot understand the impact their solutions have on the customer and thus lack the insight necessary to set a fair price which customers will accept.
Further, how do you know if you are offering the right solutions for your customers? Adopting the customer’s perspective provides the opportunity to solve emerging customer needs not previously recognized. Often, this does not require developing new products, but rather adding valuable services to existing solutions. When pricing teams understand bottom-line financial value, they can align the entire commercial organization, reduce internal/external price negotiations and, build stronger partnerships with key accounts.
As we approach and anticipate an exit from these troubling times, it is even more critical to connect with your customers. Each one of your customers is different and each will have differing needs as they seek to repair the damage caused by COVID-19. How are you going to help them?
Attendees will learn:
- How to gain a deeper understanding of your customer’s business
- How to conduct depth interviews with customers to validate internal hypotheses
- How to customize value messaging to key stakeholders