Why You too should create Your Customer Avatar

In this video we discuss the Customer Avatar and why it makes sense to zoom in on one when segmenting your customers.  

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What is Value Pricing or Value-Based Pricing?

  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. The benefits of value pricing compared to traditional pricing can for the buyer/customer include a closer match between actual use…

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Sales goes Digital at the Divia Event

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 we in sales react to the situation when buyers contact potential suppliers even later in their buying processes? Are salespeople still needed?…

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News: Value sales article in “Myynti & Markkinointi”

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 not enough to know your own offering, your competitors’ offerings and your customer’s needs & wants. You also need to…

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New Article by Viio & Grönroos: How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

  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 the adaptation of the sales processes to the buying processes is now available. Highlights of the study: This study focuses…

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Value-based selling at The Bike Shop

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 answered all of my questions. Next he asked me further probing questions, such as: would you like to have your…

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News: Dr. Paul Viio appointed Professor of Practice in Sales at Aalto University

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 reason for this seems to have been the lack of academically qualified people who also have experience from sales –…

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New article by Viio & Grönroos: Value-based sales process adaptation in business relationships

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. Highlights of the study: This study focuses on understanding how business firms adapt their sales processes. The findings reveal how…

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How to build a service business that can revolutionise an industry

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? How do you build and develop a service business that is successful? In order to show how companies can transform…

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News: Dr. Paul Viio appointed Visiting lecturer, Donau-Universität Krems, Austria

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 Krems, Austria. “Teaching value sales and business relationship management at Donau-Universität Krems and to students of the Danube professional MBA school…

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