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Recently, Zoran has become interested in value-based selling and leadership approach in sales management.
Solution sellers increasingly use value-based selling and pricing strategies to market and monetize their offerings.
The study highlights the role of contracts as barriers to be overcome by legal sales efforts when implementing value-based selling and pricing strategies.
The present study explores solutions to the challenges solution sellers may encounter while developing value-based selling processes and implementing value-based pricing.
While our study confirms earlier research on barriers to value-based selling and pricing, we also identify legal-technical contract design issues as an important but previously unknown barrier.
For managers, our study identifies the essential capabilities required for value-based selling, illustrates managerial practices to implement those capabilities, and provides guidance on value proposition design, value quantification, and value communication.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com