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Dedicated to helping strategic account managers and key account managers manage improve relationships with their most important customers

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Author: Malcolm McDonald

Professor Malcolm McDonald has written 50 books on marketing and strategic account management and is a regular keynote speaker in his native U.K. and abroad. He also has created a number of online courses and workshops to enable you to master the subject. Simply enroll at www.malcolmmcdonald.academy.
Customer buy-side perspective, Strategic account management process, Strategic account manager skills and competencies, Value co-creation

How to create financially quantified value propositions in six (actionable!) steps

By Malcolm McDonald, Emeritus Professor of Marketing, Cranfield University School of Management

Our definition of a value proposition is “the translation of the supplier’s offers into monetary terms that demonstrate their contribution to the customer’s profitability.” The key phrase here is “customer profitability,” because if you can prove that dealing with you will make your customer richer, they will buy from you. 

Even a cursory glance at the pricing example below from global engineering group SKF illustrates the dramatic impact that is possible as a result of preparing financially quantified value propositions. 

Continue reading “How to create financially quantified value propositions in six (actionable!) steps” →
June 21, 2019February 2, 2022Creating value propositions, Customer knowledge, customer-centricity, Financial/business acumen, Value analysis and opportunity insightLeave a comment

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