Value-based selling in a disruptive business environment.
The Automotive industry is impacted by both competition and changing consumer demands with a constant focus and concern with consumers’ preferences for features such as styling, safety, fuel efficiency and comfort. In the B2B context where there can be no clarity on differentiation, buyers resort to price as the differentiator.
These issues are influenced by a range of factors such as the state of the economy, inflation, interest rates and household disposable income placing mounting pressure on profit margins across all motor industry verticals.
Based on this challenging business environment it is incumbent on management to equip the sales force to engage with customers with a diagnostic sales engagement process founded on value-based selling techniques.