Value Sales Approach in Digital Printing

Digitaalinen tulostus osana informaatiologistiikan toimialaa elää murroskautta kovankilpailun ja palveluiden kehittymisen myötä. Moderni teknologia mahdollistaa uudenlaisia älykkäitä palveluita, jotka antavat lisäarvoa niin yritysasiakkaille kuin kuluttajillekin. Siten myös myyntiprosesseja kehitetään tukemaan arvon luontia. Tutkimuksen teoreettisessa osuudessa sovellettiin arvon luomiseen ja myymiseen liittyviä keskeisiä teorioita, sekä organisaation ostokäyttäytymisen ja suhdemarkkinoinnin asioita. Empiirinen tutkimus toteutettiin asiakas- ja asiantuntijahaastatteluiden sekä kansainvälisten koulutuspäivien avulla. Työn tavoitteena oli luoda teoreettisen ja empiirisen tutkimuksen tulosten pohjalta ohjeistus digitaalisen tulostuksen palveluiden arvomyyntiin. Lisäksi työssä käsiteltiin myyntiprosessiin liittyviä kysymyksiä alan ominaispiirteet huomioon ottaen.

A Phase Model for Building a Customer Value Based Sales Tool – Case Mining and Metals Industry

The objective of this research is to observe the state of customer value management in Outotec Oyj, determine the key development areas and develop a phase model with which to guide the development of a customer value based sales tool. The study was conducted with a constructive research approach with the focus of identifying a problem and developing a solution for the problem. As a basis for the study, the current literature involving customer value assessment and solution and customer value selling was studied. The data was collected by conducting 16 interviews in two rounds within the company and it was analyzed by coding openly. First, seven important development areas were identified, out of which the most critical were “Customer value mindset inside the company” and “Coordination of customer value management activities”. Utilizing these seven areas three functionality requirements, “Preparation”, “Outotec’s value creation and communication” and “Documentation” and three development requirements for a customer value sales tool were identified. The study concluded with the formulation of a phase model for building a customer value based sales tool. The model included five steps that were defined as 1) Enable customer value utilization, 2) Connect with the customer, 3) Create customer value, 4) Define tool to facilitate value selling and 5) Develop sales tool. Further practical activities were also recommended as a guide for executing the phase model.

Value-based selling of the column connection solution as part of project sales

The objective of this study was to find out how third party influencers can facilitate value-based selling in a network and how suppliers should aim to impact on these third party influencers to facilitate value-based selling. The study considers construction industry, selling the column connection solution and third party influencers. Third party influencers examined in this study were structural designers. The study also aims to find out structural designers’ value drivers and the differences between the market areas that this study related to. The theoretical part of the study focuses on two separate areas. The first part of the theory focuses on a value-based selling concept: what it is, what it requires and what are the main barriers for value-based selling. The second part of the theory examines value creation in networks. The present knowledge over value creation in networks and different network actors are presented. Project marketing is also discussed briefly because this study’s topic, which is highly related to project business. The results reveal structural designers’ value drivers considering the usage of the column connection solution and present ways how suppliers should aim to impact structural designers to facilitate value-based selling. The main result of the study indicates that third party influencers can have a positive impact on facilitating value-based selling. Structural designers are communicating more or less with all the salient actors in different project phases and they can act as sponsors to support the sales of Peikko’s column connection solution and promote solution to other actors involved to the project. This requires that structural designers can understand the actual benefits of how the solution can improve their and their customers’ business.