In the Customer Value Club on August 20th, 2021, the star guest was Joona Keränen, Senior Advisor at Arvova, Assistant Professor and Deputy Dean at RMIT University, discussing the sale and pricing of customer value.
Joona Keränen is not only a Senior Advisor at Arvova and an Assistant Professor and Deputy Dean at RMIT University in Melbourne but also a visiting Assistant Professor of B2B Marketing at Lappeenranta-Lahti University of Technology (LUT). Throughout his 11-year research career, Joona has focused on value-based sales and pricing.
For the entire duration of his research career, Joona Keränen has been dedicated to customer value – the first seven years from the perspective of B2B selling companies and the last four years also from the customer perspective. The most intriguing aspect, of course, is their intersection: How can a seller make a customer perceive the value a product or service creates for them so clearly that buying it not only seems like a good idea but almost essential?
The short answer is that the customer must feel they are getting more from the product or service than they have to invest in it. The longer answer involves a change in perspective: in sales, the focus must shift away from the product or service to the benefits perceived by the customer.
Even the business model can be refined towards customer value.
Below, you’ll find a recording of the morning session where Joona explains, among other things:
What does value-based selling and pricing practically entail?
How can one develop their own business towards the direction of perceived customer value and thereby increase sales?
What different ways are there to communicate value to customers as part of the sales process?
The recording is in Finnish.
