chapter  6
16 Pages

DELIVERABILITY AND INTEGRATED PRODUCT: TOTALITY OF A PURCHASE IN TERMS OF VALUE

In this chapter, we introduce the fifth building block of the X-Be framework, which refers to “Deliverability and Integrated Product.” To do so, we first look at the existing definitions of product and discuss their limitations in the field of selling. Then, we introduce the concept of “deliverability” to handle the customer-perceived buying risks and objections. Finally, we define the meaning of integrated product or simply product in the X-Be framework and discuss its implications in selling, as well as the value elements for its successful development. We also present a case study to illustrate our ideas.