Insights on B2B Value Sales & Customer Value Creation
Research-based perspectives, reflections, and practical insights on how B2B companies can move from product-focused selling to customer-centric value sales, create greater customer value, and build stronger, more profitable customer relationships.
Dr. Paul Viio is a strategic B2B value sales and customer value creation expert. In these articles, he explores how B2B companies can transition from product-focused selling to customer-centric value sales, create and communicate greater customer value, strengthen strategic customer relationships, and improve commercial performance.
In brief: This article explores why sales competencies and sales capabilities should not be treated as interchangeable concepts, even though they often are treated as such in consulting and practitioner language. Drawing on prior research
In the fast-paced world of Western* B2B sales, the era of the “charismatic closer” is being replaced by the era of the Strategic Orchestrator. To lead a high-performing B2B sales team in today’s complex market,
Näkökulma B2B-myynnin ja kaupallisten toimintojen johtajille, jotka suunnittelevat myynnin kickoff 2026 (Sales Kickoff 2026) -tapahtumaa Keskustellessani johtoryhmien kanssa, jotka valmistelevat Sales Kickoff -tilaisuuksiaan vuodelle 2026, yksi kysymys nousee esiin kerta toisensa jälkeen:”Mihin meidän tulisi keskittyä
A perspective for B2B sales and commercial leaders planning for Sales Kickoff 2026 As I speak with executives preparing their Sales Kickoff events for 2026, a consistent question that surfaces is: “What should we focus
Many companies and salespeople make a great job attracting potential customers. They get the customers interested, engaged and ready to make the buy-decision. When it comes to the moment of truth, i.e. making the buy-decision,
Have you ever heard someone say “I’m a really great salesperson”, but once you have hired or partnered up (business wise) with that wonderful person, you only become disappointed. As it happens, contrary to what
Here are 3 key components for building a value-based business and become successful. This brief video discusses key components for business success through value co-creation as part of value sales and value pricing (or value-based
Here are 3 key components for building a value-based business and become successful. This brief video discusses key components for business success through value co-creation as part of value sales and value pricing (or value-based
Here are 3 key components for building a value-based business and become successful. This brief video discusses key components for business success through value co-creation as part of value sales and value pricing (or value-based
Here are 3 key components for building a value-based business and become successful. This brief video discusses key components for business success through value co-creation as part of value sales and value pricing (or value-based
Why is it important to know your customers’ purchasing / procurement / sourcing / purchasing strategy and purchasing process to create success when you are in or responsible for sales and business in a B2B
Why is it important to know your customers’ purchasing / procurement / sourcing / purchasing strategy and purchasing process to create success when you are in or responsible for sales and business in a B2B
Why is it important to know your customers’ purchasing / procurement / sourcing / purchasing strategy and purchasing process to create success when you are in or responsible for sales and business in a B2B
Mitä asiakaslähtöisempi olet, sitä todennäköisempää on, että asiakkaat haluavat mielummin olla tekemisissä juuri sinun kanssasi (sen sijaan, että valitsevat jonkun kilpailijasi). Tämä voi johtaa parempaan myyntiin, liiketoiminnassa onnistumiseen ja tietenkin yrityksesi tuloksen. Salli minun selittää tämä
Being customer focused is likely to make customers more interested in dealing with you (as opposed to choosing your competitor). As a result, being customer focused can help you improve your sales, business, and profits. Let
In this video we discuss the Customer Avatar and why it makes sense to zoom in on one when segmenting your customers.
Abstract: Value-based pricing or value pricing refers to strategic pricing, where you price your service offering (goods/services) based on the value of it for your customers, as opposed to its production cost or market price.
Digitalization has changed not only how we behave, but also how we buy – regardless if in B2C or B2B. Buyers are becoming increasingly well-informed of our offerings and those of our competitors. How should
New value sales article in the leading Finnish sales & marketing publication “Myynti & Markkinointi” on the importance of knowing your customer’s business (including understanding their business figures), pp 19-23. In B2B sales, it is
The new article in the top-tier publication Industrial Marketing Management – IMM by Dr. Paul Viio and Professor Christian Grönroos, the Legend of Marketing, on value sales and how the buyer-seller relationship orientation affects
Value-based selling at The Bike Shop by Philippe Gilbert. The manager smiled, walked over to me and shook my hand when I entered the shop. He inspected my worn-out rear tire that had several blisters, and he
As of March 1st, 2015, Aalto University School of Business in Helsinki, Finland, appointed Dr. Paul Viio Professor of Practice in Sales. “Sales has until recently clearly been undervalued in an academic context. A possible
The new article in the top-tier publication Industrial Marketing Management – IMM by Dr. Paul Viio and Professor Christian Grönroos – the Legend of Marketing – on value-based sales process adaptation in a B2B context is now available.
Many business owners and executives dream of transforming their stuck-in-the-middle business to a successful one, but only few succeed. Too few! Why do so many fail and only few succeed in building a successful business?
Maaliskuun alusta 2013 KTT Paul Viio on nimitetty vierailevaksi luennoitsijaksi (Visiting lecturer) Donau-Universität Krems, Itävallassa. Viio opettaa arvopohjaista myyntiä, myynnin johtamista ja asiakassuhdehallintaa business-to-business puolella Executive MBA -opiskelijoille Kremsissä, Itävallassa. “Arvomyynnin ja asiakassuhdehallinnan opettaminen Donau-Universitätissä ja
As of March 2013 Dr. Paul Viio has been appointed Visiting lecturer at the Donau-Universität Donau Krems. Dr. Viio teaches value-based selling, sales management, and relationship management in business-to-business context to Executive MBA students in
Alkaen tammikuun 1, 2013 KTT Paul Viio on nimitetty myynnin tutkimuksen johtajaksi CERS tutkimuslaitoksessa, Hanken Svenska handelshögskolanissa, Helsingissä. Viion vastuualueeseen kuuluu myynnin tutkimuksen johtaminen ja opettaminen valituilla myynnin ja markkinoinnin kursseilla. “On kunnia tulla valituksi tähän uuteen
As of January 1, 2013 Dr. Paul Viio has been appointed Director Sales Research at CERS, Hanken School of Economics, Helsinki, Finland. Dr. Viio is responsible for sales research and teaching selected courses in personal
Känn dig själv, känn din kund. Säljkompetens och hantering av kundrelationer har betydelse. Men vad har trygghetskänslan att göra med försäljning? För att läsa mer (på finska), klicka här för Logica CGIs publikation “Ratkaisu” (Lösning).
Tunne itsesi, tunne asiakkaasi. Myynnin osaamisella ja asiakkuudenhallinnalla on merkitystä. Mutta miten turvallisuudentunne liittyy myymiseen? Lue lisää klikkaamalla tästä Logica CGIn Ratkaisu-lehden sähköistä versiota. Teksti ja kuvat Antti Kirves.
Know yourself, know your customer. Sales competence and customer relationship management are important. But what does the feeling of security have to do with selling?
Yrityksen lähtökohdista rakennetun markkinoinnin ja myynnin illuusio on hajoamassa. Jyvät erottuvat akanoista, kun siirrytään arvoihin perustuvaan asiakkuuksien vaalimiseen. Myyjäyritykset ovat viimeisten vuosikymmenten aikana rakentaneet itselleen
You want to achieve something meaningful but have the feeling that you are mostly distracted by other things that come your way. Does this sound
