Tag: marketing
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Selling sustainability when the market stops paying for it
One sustainable B2B proposition is stalling in price negotiations. Another is expanding across blue-chip buyers. The difference is not the cause — it is the positioning. Kaneka’s Green Planet and Tony’s Open Chain, compared across seven dimensions.
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MLP and the customer’s career
A German financial brokerage built its whole business on co-creating something far larger than a financial plan: the customer’s professional life.
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Salomon FoodWorld and the secret code of dishes
A meat producer stopped selling meat and started co-creating its customers’ menus — and in the process became indispensable to the restaurants it served.
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Rolls-Royce and the power by the hour
When a manufacturer charges for the outcome rather than the engine, supplier and customer become locked into co-creating a great experience — because only a great experience keeps the meter running.
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Why ROI alone no longer carries the deal
For three decades, value-based selling has rested on a single equation: ROI minus price equals customer value. That model served well — because the other costs of the deal sat outside the invoice. They no longer do. What changes for the salesperson when value becomes multi-dimensional.
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The four stages of Systemic Value Selling — Discover, Design, Justify, Align
A framework is not a method. The six dimensions of value describe what B2B value has become. The Layered Business Case describes the structural artefact. Neither tells a salesperson what to do, in sequence, in a live engagement with a buyer. Systemic Value Selling is the method that fills that gap — four sequential stages,…
Future Of Selling 