BUYING POINTS AND SELLING POINTS: EXPRESSION OF CUSTOMER VALUE
Our discussion in the previous chapters focused on the first three basic building blocks of the working sales knowledge that we have developed to help sellers in their endeavors. This knowledge, which is embodied in the X-Be framework, is derived from various theories in the fields of human cognition, psychology, and behavior (as it will be explained later in Chapter 11) and aims at characterizing customer value in a manner that is both specific and practical. The three building blocks that we have introduced so far are as follows:
1. The PPP model, which is a working conceptualization of the process of value formation and exchange on the part of customer. This model allows the sellers to adjust the design and planning of their selling and sales management activities to the PPP that they happen or choose to be involved in.