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Create Demand: Generating Sales Opportunities

In: Solution Business

Author

Listed:
  • Kaj Storbacka

    (University of Auckland Business School)

  • Risto Pennanen

    (Talent Vectia Ltd.)

Abstract

Commercialization: We demonstrate how firms can use their understanding of their customers to craft persuasive value propositions designed to ensure that relevant customers know about the firms’ solution capabilities. Propositions can be developed for segments of customers’ organizations or of a particular market as well as individual customers. Industrialization: We argue that not all solutions need to be tailored but rather pre-configured. Firms that have a deep understanding of their customers and segments or of particular markets can configure a portfolio of solutions relevant for 80–90 % of situations in the market.

Suggested Citation

  • Kaj Storbacka & Risto Pennanen, 2014. "Create Demand: Generating Sales Opportunities," Management for Professionals, in: Solution Business, edition 127, chapter 3, pages 35-49, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-03976-3_3
    DOI: 10.1007/978-3-319-03976-3_3
    as

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