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Infinite Value: Accelerating Profitable Growth Through Value-based Selling de Mark Davies

Infinite Value: Accelerating Profitable Growth Through Value-based Selling

Autor Mark Davies
en Limba Engleză Hardback – 23 feb 2017

Antreprenorii, managerii de vânzări și consultanții de business se confruntă adesea cu aceeași dilemă: cum să mențină profitabilitatea fără a intra în capcana reducerilor de preț. Infinite Value oferă un răspuns riguros acestor provocări, argumentând că supraviețuirea pe termen lung depinde de abandonarea strategiilor axate exclusiv pe costuri în favoarea unui model bazat pe valoare. Ne-a atras atenția modul în care Mark Davies demonstrează că, atunci când forța de vânzări identifică și cuantifică nevoile reale ale clientului, acesta din urmă devine un partener investit direct în succesul furnizorului.

Putem afirma că forța acestui volum rezidă în structura sa pragmatică. Cartea este organizată în trei secțiuni logice: definirea conceptului de valoare infinită, detalierea celor șapte elemente cheie (de la strategia de portofoliu la pricing) și, în final, un ghid de transformare a întregii organizații. Merită menționat că autorul nu se limitează la teorie; prin prisma experienței sale la Cranfield School of Management, acesta propune standarde de capabilitate pentru echipele de management al valorii.

Ca și Santiago Lopez în Value-based Marketing Strategy, Mark Davies distilează experiența reală în principii acționabile, însă Infinite Value merge mai departe, oferind un cadru sistemic de tip „piloni” care acoperă nu doar marketingul, ci și managementul conturilor strategice și parteneriatele de canal. Deși autorul a explorat în alte lucrări teme diverse, de la inginerie la sport, această lucrare reprezintă sinteza expertizei sale în eficiență operațională și marketing strategic, fiind o resursă esențială pentru cei care doresc să accelereze o creștere profitabilă într-o economie post-recesiune.

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Specificații

ISBN-13: 9781472935298
ISBN-10: 1472935292
Pagini: 344
Dimensiuni: 156 x 236 x 28 mm
Greutate: 0.66 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Business
Locul publicării:London, United Kingdom

De ce să citești această carte

Această carte este indispensabilă liderilor de business care vor să iasă din războiul prețurilor. Cititorul va câștiga un sistem concret de șapte piloni pentru a implementa vânzarea bazată pe valoare, transformând departamentul de vânzări dintr-un centru de cost într-un generator de valoare strategică. Este recomandarea noastră pentru oricine dorește să construiască o organizație centrată pe client, capabilă să justifice prețuri premium prin rezultate demonstrate.

Despre autor

Mark Davies este un expert polivalent, îmbinând rigoarea academică cu experiența practică la nivel înalt. Este MD la Segment Pulse Limited și Visiting Fellow la renumitele Cranfield School of Management și Aston Business School. Cu o pregătire solidă în inginerie și marketing, fiind Chartered Engineer și Fellow al Institute of Marketing, Davies aduce o perspectivă analitică unică asupra managementului afacerilor. Deși are contribuții notabile în cercetarea academică și a publicat lucrări variate în domenii precum ingineria aeronautică sau medicina, în Infinite Value își folosește expertiza pentru a fundamenta strategic succesul comercial.

Descriere

During the recessionary period of 2008-9, many organizations followed a business model that was ill-suited to long-term prosperity and strong profits, instead focusing on cost-cutting initiatives in order to survive. Post-recession, there is more optimism around investment, but changing from an entrenched cost-focused strategy can prove to be challenging.

Infinite Value offers a value-based business model approach, which author Mark Davies argues is the most effective way forward for a business to thrive and grow in any economy. When a salesperson uses value-selling techniques to identify the needs of the customer, and can highlight how those needs are met by the product or service being sold, the customer becomes more invested in acquiring that offering, as well as more invested in the business itself.

Although a value-based business strategy provides stronger competitive advantage and long-term profits for both the supplier and the customer, few organizations manage to work in this way for sustained periods. Infinite Value provides a seven-pillar model to help organizations understand and implement the concepts of value-based selling, including reviews of customer strategy, value propositions, strategic customers and value pricing.

Cuprins

Part One: The Infinite Value Concept

Chapter 1 Challenging trends for business markets

Chapter 2 A faltering response

Chapter 3 Is Value-Based Business a better way?

Chapter 4 The 7 elements of the Infinite Value Organisation

Part Two: The 7 Elements of Value-Based Business

Chapter 5 The Customer Value Strategy

Chapter 6 Offer Development & Innovation

Chapter 7 Value-Based Selling

Chapter 8 Key Account Management

Chapter 9 Channel Partnerships

Chapter 10 Value-Based Pricing

Chapter 11 The Value-Centric Organisation

Part Three: Transforming to a Value-Based Organisation

Chapter 12 The Value Management Team

Chapter 13 Developing Value Management Capability Standards

Chapter 14 Value-Based Business Transformation

Chapter 15 Final thoughts and future predictions

Recenzii

The only way to remain competitive in today's business markets is to create and deliver value sustainably. Mark's book provides accessible and also detailed tools to identify unique opportunities for value creation. Well-grounded in practice, it puts forward key strategic questions for sales leaders, with the potential to redefine entire sales processes.
Core to Key Account Management - and its marketing bedfellow Account-Based Marketing - is understanding the customer and creating value-based propositions for them that will grow their business. This book gives good step-by-step guidance and practical examples of how to achieve that, and is a must-read for anyone in this field.
In an age of rapid discontinuous disruption, organisations are looking for a new dominant logic on which to base their sales and marketing approach. Mark Davies integrates a practitioner, consulting and academic's perspectives. His framework for Infinite Value, centered on the value-centric organisation naturally moves the conversation beyond "client centricity", which is only one aspect of driving profitable growth focused on the client. It is a tour de force integrating some of the most compelling research on how organisations deliver value optimally to their key stakeholders, including customers, shareholders and channel partners. Mark's extensive perspective across all revenue-generating functions provides an innovative synthesis and a framework that will allow sales and marketing leaders to work together differently and thereby keep one step ahead of their competition.
Infinite Value engages readers around the most important business concept of the 21st century. That is being able to create and deliver value that customers appreciate and are willing and able to pay for. This book clearly shows a roadmap for organizations that understand that best value is not the same as lowest price, and how to engage customers based on it.
For those of us grappling with increased customer complexity, cost containment and commoditization of innovative technologies, this book is a must-read and a great resource. It answers pivotal questions on why, what and how to develop a customer-centric, value-based organization, capable of delivering sustainable partnerships with our key customers.
Based on practical insights and a profound theoretical background, Mark Davies is able to provide a very complete and structured guidance for successful sales.
Infinite Value provides a refreshing view of how to manage the complexity of modern business. It is an 'outside in' view of how to assess customers' needs as opposed to the traditional 'inside out' view of new product development ... His practical management experience combined with thorough academic rigour has produced a valuable guide for management teams to galvanise their internal resources to create a competitive advantage that will accelerate growth and profitability.
Mark, through his leadership in helping us develop not only our Country KAM plans, has helped broaden our horizons as we tackle a greater strategic opportunity, Pan European Accounts. The road map he walked us through, using many of the tools and insights from Infinite Value, has helped us strengthen not only the value propositions we bring to the market, but also bring greater value to our ultimate customer, the WD-40 end user.
Infinite Value is pragmatic as a tool and outward focused as a resource binding our Tribe together to be a better, value-based business.

Infinite Value is a must read for any Account Manager or Sales Director looking to succeed in today's ever-changing business environment. With a number of stories and examples, Mark Davies has developed a very practical approach to creating true value in the market place. Mark provides the reader with the road map, process and methodology necessary to build the strategic partnerships with customers to help continuously outperform the competition.
Infinite Value provides the reader with a unique toolkit based on the author's years of practical experience. I strongly believe that value will be the next revolution in management, marketing and sales. This book is at the forefront of that movement.
A fantastic book . It perfectly illustrates and articulates what I have been preaching for the last five to six years. It is going to be a valuable tool for us moving forward.