Case Studies

Negotiating Price with Large Accounts

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Situation:
The executive team at Host Co was concerned as its largest customer demanded a 50% price cut as they entered contract negotiations.   The negotiation was made more challenging by new competitors seeking to gain share with major customers.  It appeared that conceding to the . . .

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Building a Value-based Development Process

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TechCo was locked in a downward spiral of lower new product sales caused by a disruptive competitor with simpler technology that was “good enough” for customers.  They turned to a value-based approach to development to identify new opportunities for growth and improve new product . . .

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Launching a Tiered Services Offering

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VideoCo, a leading maker of sophisticated camera systems, was suffering from declining service revenues as customers struggled with a service model that did not meet their evolving needs.  The company increased revenues and margins with a tiered service offering aligned with their customer’s business . . .

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A New Pricing Model for Online Publishing

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A leading provider of business data and analysis was struggling to maintain revenues while transitioning to an online delivery model.  The traditional model of charging for each publication was not relevant to customers seeking access to the full online data suite.  This case shows how . . .

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Value Selling for Engineered Products

Situation:
Machine Co, a leading maker of transportation sub-systems, was experiencing falling margins from aggressive competitors and powerful customers that had become expert at extracting concessions during negotiations.  The company was at risk of being displaced as the market leader despite having superior products . . .

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