Summary of Value by Robyn Haydon

Description

Australian business development consultant Robyn Haydon explains why customers should focus on the “value” of the services their suppliers provide, not just on the price. Customers should look for purchases that convey important “value attributes,” such as being “safer, cheaper, simpler, faster, smarter” or “better.” She also warns sellers to push against letting customers treat their offerings as interchangeable commodities. Sellers should tout the benefits they offer to their clients – services that create value – not their methods or practices. Haydon tends to interpose analysis with anecdotes, and the book’s disjoined structure makes it a challenging read. Still, getAbstract believes that executives in firms that buy or sell services will find that this conversation addresses issues that confront them daily.

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Sujets

• Employabilité, métiers et formations
• Selling
• Economics
• Business
• Sales
• Vente

Informations

• Publié par: GetAbstract AG
• Date de parution: 26 octobre 2016
• Nombre de lectures: 0
• EAN13: 9798887271064
• Langue: English

Extrait

Value
How to Talk About What You Do so People Want to Buy It
Robyn Haydon•Durban Professionals Press © 2016•130 pages

Sales

Rating:7

Applicable

Take-Aways Describe value, not methods or processes. People don’t like being manipulated by ads, so inspire them with value instead. Use “attunement, buoyancy and clarity” to align with your client’s needs, build resiliency and offer a clear description of your service. Be sure your internal methods don’t impede customer satisfaction.

Recommendation
Australian business development consultant Robyn Haydon explains why customers should focus on the “value” of the services their suppliers provide, not just on the price. Customers should look for purchases that convey important “value attributes,” such as being “safer, cheaper, simpler, faster, smarter” or “better.” She also warns sellers to push against letting customers treat their offerings as interchangeable commodities. Sellers should tout the benefits they offer to their clients – services that create value – not their methods or practices. Haydon tends to interpose analysis with anecdotes, and the book’s disjoined structure makes it a challenging read. Still, getAbstract believes that executives in firms that buy or sell services will find that this conversation addresses issues that confront them daily.

Summary
Defining Yourself
If you sell services, you want to know how your customers see themselves and their aspirations, so you can fulfill their wishes. You can find guidance from psychology and social science whose experts explore human “identity.” Current findings indicate that the customers who buy your services have a self-perception that they will try to reinforce in their purchasing choices. They consider whom they buy from to be as important as what they buy. If they see themselves as principled about sustainability, they may seek environmentally friendly products. If they perceive themselves as giving, they might sponsor charitable projects.