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