Defining and selling value is a critical skill set in markets where customers have a range of sourcing options. Yet how well does your company analyze its market position in terms of value? How well are your associates trained in communicating and delivering this key differentiator that keeps you ahead of competitors?
The article on page 4 of this issue explores how manufacturers, distributors and sales representatives view the state of  ; value-add.” It offers some tools to analyze your company’s ability to perform extended value activities in key customer segments.
Survey results indicate that value-add definition and communication is just as tough a battle as five years ago. But there seems to be a broader recognition of its importance to staying competitive. …
