To remain successful and disrupt instead of being disrupted, best-in-class B2B organizations have understood the increasing importance of “experience” to maximize customer value.
They have initiated profound transformations to develop customer preference and maximize margins by moving toward Commercial Excellence.
It does seem though that in times of turmoil we tend to fall back on the traditional instruments that we have in place to effect our profit margins, one of them being the pricing instrument.
Therefore, with the last couple of years of investments into new technologies, understanding our customer needs, moving towards solution selling or value-based selling (and the attached value-based pricing model to this) we are geared up to make different decisions going forward.
How should we operate going forward based on the lessons learned over the last couple of years? And how do we think those lessons will help shape the future?
To be discussed:
- The current market volatility and inflation puts pricing optimization in the spotlight. Endless are the news stories about combating inflation through strategic pricing etc. How do we ensure that pricing is not only a tool in times of crisis but rather always on the agenda for strategic decisions?
- We often speak about a more indecisive customer & the rising customer demands and needs. We know we need to add value to our propositions, but what has the past couple of years taught us in terms of understanding those customer needs?
- How do you see that we (the industry) will be adding value to our contracts going forward in order to stay competitive? Any new contract forms,business models etcetera?
- How do we onboard the customer on our value proposition? Which are the pitfalls? How do you make something concrete out of the term “value”?