ABSTRACT
In the chapter “Pricing large deals: insights into capabilities and tools that help to win large deals profitably” Andreas Hinterhuber discusses how value quantification and mapping of B2B purchase criteria mapping can help to win large deals profitably. Offers are frequently concentrated in industrial markets: winning the 4%–10% of deals that account for 80% of revenues is thus very important. Value quantification is the process of translating competitive advantages into quantified, monetary, customer-specific value. This idea is explored in several subsequent book chapters by Hinterhuber, Snelgrove, Liozu and Marshall. Value quantification thus identifies the total value or maximum price of an offer. B2B purchase criteria mapping, by contrast, examines the impact of specific price points on the likelihood of winning the deal. By performing both value quantification and B2B purchase criteria mapping industrial sellers can substantially increase the likelihood of winning large deals profitably.
