THE B2B ELEMENTS OF VALUE

THE B2B ELEMENTS OF VALUE

1. CUSTOMER PRIORITIES

   • TABLE STAKES
     • MEETING SPECIFICATIONS AT AN ACCEPTABLE PRICE, IN COMPLIANCE WITH REGULATIONS & ETHICS (O)
   • FUNCTIONAL
     • PRODUCT PERFORMANCE NEEDS, SUCH A COST REDUCTION & SCALABILITY (O)
   • EASE OF DOING BUSINESS
     • OBJECTIVES OF VALUE (PRODUCTIVITY, ETC), ENHANCE RELATIONSHIPS BETWEEN PARTIES (SELLER´S COMMITMENT) (O&S)
   • INDIVIDUAL
     • PERSONAL OR CAREER RELATED (HIGHLY EMOTIONAL CONCERNS) (S)
   • INSPIRATIONAL
     • IMPROVE CUSTOMER´S VISION OF THE FUTURE (NEXT GENERATION OF TECHNOLOGY OR ENHANCE COMPANY´S SOCIAL RESPONSABILITY) (S)

2. WHICH ELEMENTS MATTER MOST

   • IT INFRASTRUCTURE
   • COMMERCIAL INSURANCE
     • PRODUCT QUALITY, EXPERTISE, AND RESPONSIVENESS

3. GETTING STARTED

   • APPLY THE ACID TEST
     • REEVALUATE TO ENSURE THE VALUE CUSTOMERS ARE SEEKING
   • ASSESS THE BEST IDEAS
     • IDENTIFY THE TANGIBLE RESULTS THAT CUSTOMER´S EXPECT
       • Almquist, E., Cleghorn, J., Sherer, L. (March-April 2018). The B2B Elements of Value. Harvard Business Review, pp. 73-81.
   • REFINE, TEST & LEARN
   • IMAGINE WAYS TO INCREASE VALUE
     • HOLD DAYLONG IDEATION SESSIONS
   • TALK WITH CUSTOMERS
     • UNDERSTAND THEIR EXPERIENCE, NEEDS, SUCCESS OF SATISFACTION & FRUSTRATION
   • BENCHMARK
     • COMPANY´S VALUE OF PROPOSITION SURVEYING CUSTOMERS HOW YOUR PRODUCTS & SERVICES PERFORM RELATIVE TO RIVAL OFFERINGS

4. PUTTING THE ELEMENTS TO WORK

   • CUSTOMER´S POINT OF VIEW
   • INNOVATE WITH TECHNOLOGY & ELEMENTS ANALYSIS

5. DETERMINE WHERE TO INVEST

   • HOW DOES OUR VALUE PROPOSITION COMPARE WITH COMPETITORS?
   • HOW DO WE BRIDGE THE GAPS AND SEIZE OPPORTUNITIES TO DIFFERENTIATE IN THE MARKET?
   • CAN WE LAUNCH A MINIMUM VIABLE PRODUCT WITHOUT BREAKING THE BANK?

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