Free Library Catagory: Value-Based Strategy

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Your Customers Don’t Buy Technology

Maybe you're one of the lucky ones.  Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you're not so lucky.  Your target market overwhelmingly chooses the competition, despite your clear technical...

Embrace the Tension

By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There's no way you're...

How to Write an Awesome Positioning Statement

Question: What do these claims have in common? World classFirst rateIndustry benchmarkIncredibleSuperiorAdvanced Answer: They are all empty platitudes. Yet they often find their way into capital equipment marketing messages. When they do, it's a sign that you really...

How to Write a Why-Buy Presentation

"Why should I buy your product?" Ask your sales team, and they'll tell you that they can't be successful without a concise answer to that question. You need a why-buy presentation. The why-buy presentation is the most important part of your capital equipment sales...

Capital Equipment Value Models: Part II

This is the second of a two-part series on capital equipment value models. For part I click here. In last month's post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from...

Capital Equipment Value Models: Part I

This is the first of a two-part series on capital equipment value models The economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the comprehensive value expression for capital equipment. (For a primer on...

Book Excerpt: The Value Metric

Excerpt from Get Your Price!: Value-Based Strategy for Capital Equipment Companies It’s time to turn the concept of value into some hard numbers. In the preceding chapters, you learned three important value-based strategy principles: Capital equipment value is pure...

How a Value-Based Strategy Saved a Company

Their newly designed deposition system was ready to start shipping just as the market was taking off. Customers couldn't get enough of them. In just eighteen months, they sold eighty units at over $4M a pop. Nearly three times more than anyone had forecasted. They...

Are You Making this Value-Selling Mistake?

Underling, "My customers always ask me about price early in the sales cycle. What should I do?" Seasoned sales guy, "Avoid bringing up price for as long as possible. Make sure that the customer understands all of our advantages first.  Keep the conversation focused on...