Summary of Value
How to Talk About What You Do so People Want to Buy It
People don’t like being manipulated by ads, so instead inspire them with the value your services offer.
Australian business development consultant Robyn Haydon explains why customers should focus on the “value” of the services their suppliers provide, not just on the price. Customers should look for purchases that convey important “value attributes,” such as being “safer, cheaper, simpler, faster, smarter” or “better.” She also warns sellers to push against letting customers treat their offerings as interchangeable commodities. Sellers should tout the benefits they offer to their clients – services that create value – not their methods or practices. Haydon tends to interpose analysis with anecdotes, and the book’s disjoined structure makes it a challenging read. Still, getAbstract believes that executives in firms that buy or sell services will find that this conversation addresses issues that confront them daily.
In this summary, you will learn
- What pressures service businesses face from commoditization;
- How to use “visceral, logical” or “aspirational” drivers to show customers the value you offer; and
- How to inspire sales by competing on value, such as safety, quality, speed or simplicity.
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