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Three Ways to Sell Value in B2B Markets

As customers face pressure to reduce costs while maintaining profitability, value-based selling (VBS) has become critical in B2B markets. The authors’ research suggest that vendors can adopt either a product-centric, customer process-centric, or performance-centric VBS approach. In this article, they highlight the key characteristics, requirements, and challenges of each option, and provide guidance on how to choose the right VBS approach based on the circumstances.

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