A Model for Value-Based Selling: Enabling Corporations to Transition from Products and Services Towards Further Complex Business Models

Abstract

The paper introduces a tested and verified model for value-based selling, based on an action research approach spanning multiple business models during five cases in a sequence at different corporations. The sales model has been verified to support sales of products, services, solutions and Functional Products, enabling corporations to add additional and more complex business models by being able to quantify and visualize the perceived customer value created/captured. Thus, the sales model can further facilitate a transition from sales of products or services towards sales of offers, based on further complex business models, where customer values created increasingly originate from intangibles that are part of the offer. Such a transition may be necessary for corporations acting on global markets to achieve sustainable competiveness and profitability.

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