WHAT YOU’LL LEARN
>How you can avoid discounting and trading on price
>How value propositions will reduce the sales cycle, reduce discounting and increase order size
>How understanding environmental factors will provide you with growth opportunities
>How sector analysis will provide you with growth opportunities
>How understanding your customer’s business will provide profitable growth opportunities for you
>How to create advantage for your customers, not merely help them to avoid disadvantage
DESCRIPTION
Our research shows that only 5% of companies have financially quantified Value Propositions and developing them will differentiate your company. Even if you have little differentiation, the very act of financially quantifying the benefits will give you an advantage over your competitors.
This course is for anyone interested in understanding value more deeply and especially for anyone dealing with customers in the business-to-business (B2B) sector.
We are confident that by completing this course you will have the potential to earn thousands of extra dollars from customers by translating your offers into solid monetary terms that demonstrate the real contribution you make to their profitability.
Professor Malcolm McDonald MA (Oxon) MSc PhD D.Litt FCIM FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at Oxford College of Marketing. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller 'Marketing Plans: How to prepare them, how to use them' which has sold more than half a million copies, and more than one hundred articles and papers
Commercial credentials
Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is currently chairman of six companies and works with the operating boards of a number of the world's leading multi-nationals on all continents.