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0:00
Hello. My name is Ken
Le Meunier-FitzHugh.
In this session, I'm
going to look at
value creation in the
sales relationships.
0:12
I'm going to consider
value creation in a B2B
sales relationship and
how sellers build
relationships with
buyers and what they wish
from that relationship.
0:26
It's been found that
by understanding
the buyer-seller
relationships that
we understand the value
required by B2B customers
in their interactions with
selling organisations.
Even in B2C interactions,
we always need to remember what
the customer appreciates
and what is important,
and it is not
necessarily what's being
sold to them. One of
the key skills of
a salesperson is
listening to what
a customer wants or
they could waste
time and resources
trying to sell
the wrong value proposition
or to develop a relationship
in the wrong way.
Buyers have identified
that many salespeople have
poor listening skills
and they've failed to
adjust their dialogue to
what they are being told.
1:19
While the concept of
understanding and leveraging
customer value has been
a topic for debate
for some time,
there are some aspects of
value creation that are
still being developed, such as
reciprocal value proposition.
It is generally
accepted that value is
created through a
trade-off between
perceived benefits and
the accompanying cost
of acquiring a particular
good or service.
Customers or consumers are
increasingly seen as
active partners of
value creation rather than
passive targets for the
organisation's value proposition.
It is suggested that
this joint value realisation
creates not only value in
a one-off transactional
relationship, but also value in
an extended relationship
of continuing exchanges.
One of the key concerns
