What target benefit does your company offer?

It can be useful for target customers to receive relevant information. This can be up-to-date information about market developments. It can also be well-researched background information that influences market developments, such as access to raw materials or the chances of success for new technologies. Such white papers are written and published by the major consulting companies on an ongoing basis. Your target customers may also be interested in information about benchmarking.

If your target customers know that they will continuously receive information from you that is relevant to their business, they will “listen”. You go from supplier to expert for your customers. Your customers will then be more likely to want to discuss strategic issues with you as well. Your role develops from supplier to strategic partner. It is not only the product benefit that triggers willingness to pay, but also your expert status. You can push through higher contribution margins.


What are your challenges?

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