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Value Merchants: Demonstrating and Documenting Superior Value in Business Markets |  | Authors: James C. Anderson, Nirmalya Kumar, James A. Narus
Publisher: Harvard Business School Press
Category: Book
List Price: $35.00
Buy New: $23.10
as of 9/9/2010 05:32 CDT details
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Seller: Amazon.com
Rating:  7 reviews
Sales Rank: 167191
Media: Hardcover
Edition: 1
Pages: 240
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9.4 x 6.1 x 1.1
ISBN: 1422103358
Dewey Decimal Number: 658.804
EAN: 9781422103357
Publication Date: November 7, 2007
Availability: Usually ships in 24 hours
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Product Description
Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to win a deal that he would have closed anyway at the higher price.
Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver.
Drawing on extensive research and detailed case studies of companies like Sonoco, Tata Steel, and Quaker Chemical, Value Merchants will change the mindset and behavior of your executives, sales management, representatives, and marketers as well as your customers.
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| Customer Reviews:
Showing reviews 1-5 of 7
 The "How-To" for Value Based Pricing June 29, 2010
Luke A. Wissmann (Denver, CO)
This book serves as a "how-to" for value based pricing in a B2B context. "Value Merchants" is written for the business leader or sales manager that sells products to businesses (B2B) who wants to get a better return on their products by quantifying (in terms of dollars) the benefits and savings for their customers to eliminate the need to provide price concessions in order to make a sale. The book could be read over a short flight as it is clearly written and has good flow.
The book makes the case for the use of and demonstrates how to create "value calculators" to document cost savings and incremental profit gains delivered to customers by purchasing the suppliers products and services, which they call "Customer Value Management Process". The authors show going through the process can help make stronger value propositions, quantify value claims, construct business cases for change, tailor market offerings, and transform the sales force into "value merchants" as opposed to "value spendthrifts".
There are only two criticisms that I have of this book. First, the "Customer Value Management Process" should actually be called the "Value Merchant Process" or the "Customer Value Based Marketing & Sales Process", as Customer Value Management is a much broader domain of thought comprising many tools that include the "Value Merchant Process". The second criticism is that the bibliography and references to scholarly works is very limited, where nearly half of the references point to author's own journal publications.
In summary, this book provides an introduction and a "how-to" for value based pricing in a B2B context and how are interested in learning about one of the many tools that make up Value Based Management.
 Every Sales Must Know&Follow February 13, 2009
Alexey (Russia)
Sales is not about a product or service or quality and brand you provide. Building a strong relationship, effective communication and creating a value-based proposition for the customer - that is all about.
 A good introduction, but far from compleat or useful September 26, 2008
ServantofGod
1 out of 1 found this review helpful
Unless you have little idea of marketing, customer relationship management, customer value management and know not the basics like defining your customers needs and setting your marketing goals, this book is not for you. I do appreciate its emphasis on the importance of creating unique, well documented, quantitative success/value stories for its salesmen to communicate with their clients. However, the only applicable case is found in the four page Appendix B of a 210 page book. For those charmed by the excellent book title who want to learn how to put customer value management into practice, please give this a pass.
Valuable book, with valuable insights on topics that have been undervalued but carrying great importance for companies August 6, 2008
BURAK ARSLAN (Ankara, Turkey)
Value Merchants has been one of the best books I had the chance to read during last years. What makes it valuable for me is that the authors provide insights in issues which have been undervalued by companies for years. I will not go into context of the book, but just one example about the undervalued issues: the authors successfully and effectively put their arguments about the value propositions of companies, how they are decided upon and surprisingly how those value propositions affect the sales of companies. Anyone who is interested in sales, marketing, innovation and other related issues in today's competitive world should have a glance at this book. I am sure, you will find valuable insights for yourself. I did for myself.
Easy to Read and Powerful May 23, 2008
T. Matanovich (Golden, CO USA)
1 out of 2 found this review helpful
If you are a marketer or pricer, understanding value is vital. This book is an easy to read, yet powerful framework for understanding value to customers in a very tangible way with direct financial consequences.
Showing reviews 1-5 of 7
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