B2B customers should demand their suppliers articulate the value they can deliver
The B2B sales environment is a dynamic market place with intense competition and high levels of disruption. But over the years the one thing that remains the highest priority is the value suppliers deliver to their clients.
Working with hundreds of B2B sales teams over the last 20 years one of the first questions we ask is "Please outline a specific example of the value you deliver to your clients, and how your clients measure this value?" The response we often receive is generic in nature with little understanding of the measurement of the value.
When we ask the same question of the high performers, we receive specific examples, with relevant details along with how the clients measure the value. There are two reasons the high performers can do this:
1. They continuously focus on how they can deliver value to their company and their clients
2. They review their performance with their clients and identify the specific value and how the clients measure this (Value = Benefits delivered, less the Cost)
This triggered some different thinking at Beyond 19; why don't B2B buyers demand an understanding from their suppliers of the value they will receive if they purchase from them?
We hear that some clients don't want to share information about their situation (by the way, the high performers always seem to overcome this). They seem to hold back because they are concerned that the supplier might use this information against them.
But what would happen if these clients were more transparent and shared broad and deep insight with their suppliers? Our view is that it would provide their suppliers with the information they need to develop solutions that would actually deliver measurable value.
If you are a buyer of B2B products and services, have a think about what your suppliers would need to know so they can deliver value to you and your business. You can then test this with a selection of suppliers on the basis that they are asked to present solutions including the specific value the solution will deliver and how this value would be measured by you as the client.
Whilst price is always an important component in any sale, the value should be the number one priority.