ABSTRACT
This chapter focuses on economic value communication to the economic buyer in business-to-business markets. It develops effective economic value communication strategies and tactics to bend buyers' value perceptions. The chapter discusses three categories of economic benefit communication tools will be defined. These include economic benefit claims, decision analytic models and workflow/business model studies. A well thought out communication strategy should include choices such as the objectives of the communication, the target audience, the key messages, communication tools to use, communication frequency, communication intensity and the economics of the proposed communication strategy. In some industries, such as medical device and pharmaceuticals, large-scale prospective economic studies are used to develop economic benefit communications. The economic value messages and the communication tactics change significantly as Xerox moves from selling a product to a highly complex solution. Successful economic value communication tactics include large-scale economic studies, case or pilot examples, sophisticated value calculators and sometimes guarantees.
