Research Details

Abstract

To get a fair return on the superior value that their offerings deliver to customers, progressive B-to-B companies transform their sales forces from value spendthrifts into value merchants. These companies foster value merchants in more ways than simply compensating salespeople on profitability. As a result, their salespeople become value merchants, making business with customers more profitable by finding value drains and value leaks--rather than by seeking price cuts to retain or gain business.

Type

Article

Author(s)

James Anderson, James A. Narus

Date Published

2008

Citations

Anderson, James, and James A. Narus. 2008. Business Market Value Merchants. Marketing Management. 17(2): 31-35.