Today, everyone wants to be value pricing and value selling.  Despite some positive results from your investments of money and time to build value selling and pricing capabilities, your organization has fallen short of its goals.  Was it all hype?  Or are there obstacles that your organization hasn’t fully addressed.

In the interactive session, you’ll get three different perspectives on the 5 most overlooked barriers that prevent firms from becoming the customer value leader in their market.  The moderator, James C. Anderson of the Kellogg School of Management, has done the seminal research on customer value management and co-authored the book, Value Merchants.  Our first panelist, Todd Snelgrove will share his experience implementing and more importantly sustaining customer value management for over a decade in a complex, siloed, global company.  Our other panelist, Eric Berggren, has supported the implementation of customer value management in a wide variety of industries and organizations and focused on building and implementing cutting edge tools to improve the execution of customer value management.

It’s not enough for leadership say the right words and launch a program to train the team on the new approach and tools. Superficiality is the enemy of customer value leadership.  Join us to learn what you and your organization can do differently to maximize the return on value selling and value pricing investments.

In addition to the insights from the webinar, participants joining the live webinar will have the opportunity to:

• Schedule a free half-hour phone consultation with one of the panelists to discuss their situation and brainstorm specific actions to improve performance.
• Download a chapter from Todd’s book, Value First Then Price – Quantifying Value in Business to Business Markets from Both a Buyer and Seller Perspective

Who should attend:

• Executives with pricing, marketing and/or sales responsibilities (e.g., chief revenue officer, chief marketing officer, chief sales officer etc.)
• Value selling and pricing program leaders (e.g., those individuals leading value selling and/or value pricing programs in their organizations)
• Value selling and pricing managers (e.g., those individuals responsible for managing and/or coaching individuals executing a value selling and/or value pricing program)
• Anyone who is about to pursue a new value selling and/or value pricing initiative

Link to a short video from guests who participated in a workshop on “Creating Value For Your Customers” https://youtu.be/uzgUsfY1XVw 

Moderator: James C. Anderson, ISBM Research Fellow and Professor at Northwestern, Kellogg School of Management

Panelists:  Todd Snelgrove, Founder of Experts in Value and former Global Vice President at SKF & Eric Berggren, Managing Director of CVET LLC and Adjunct Lecturer at Northwestern, Kellogg School of Management.

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