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The Kelsey Report® Advisory

Improving the Sales Argument: Selling on Value
Charles Laughlin , 11/1/2004

SUMMARY: Yellow Pages publishers have been fighting an increasingly intense battle for share of the local advertisers wallet. The competition comes from fellow directory publishers and from an increasing array of other competitive local media, both traditional and digital. It is easy in this kind of environment to allow the sales conversation to revolve exclusively around price mine is cheaper than theirs is, or I can beat that deal. If some discussion of value is not entered into the equation, this kind of interaction can drive down the perceived value of Yellow Pages.

There is no question that price is a leverage point for all publishers, in particular competitive publishers (including incumbents expanding out of territory). And using price as a competitive differentiator is certainly fair game. Aggressive pricing, however, must also be tied to some component of value, or else the true meaning of a price difference between two competing products becomes unclear. This document looks at bringing value back into the sales discussion. One key message is that a value-based sales approach is a major undertaking involving training, sales planning, marketing and information technology.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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