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The ‘Hard’ versus ‘Soft’ Benefit Conversation – part one of two

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by Bob Caravella

Bob Caravella is one of the industry’s leading experts on value engineering.  He built and led the business value engineering and consulting practices at Mercury Interactive and HP Software – including value model engineering and enabling the worldwide sales teams to carry on meaningful value conversations with customers.  He is a member of the DecisionLink Management Advisory Board. 

The following is the first part of a blog series that explains an important aspect of Customer Value Management (CVM) and value selling — the justification of investment in B2B solutions using...

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Handling Objections to Starting a Customer Value Management Program

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A Customer Value Management (CVM) program uses metrics to ensure high levels of value are delivered to every customer based on their needs throughout the life of the relationship. Managing customer value as a practice and with an enabling application allows enterprises to treat customer value as a strategic asset and win business and retain customers more often; decrease discounting, accelerate deal cycles, market and showcase value, price more effectively and reduce churn.

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