Lasday: Value is more than price

Lasday: Value is more than price

Since you will rarely win the war on price, help the customer believe in the superiority of your offering.

"Customer value proposition" has become one of the most widely used terms in business markets in recent years. Yet, according to Harvard professors James Anderson, James Narus and Wouter Van Russum, writing in the Harvard Business Review, there is "little agreement as to what actually constitutes a customer value proposition. Additionally, most such propositions make claims of savings and benefits to the customer without backing them up."