An interview with Bob Vezeau of Westrock on enabling and pricing innovations, driving alignment and using data to make better pricing decisions.

While appealing to emotions may seem intuitive within the B2C environment, there are often questions around whether emotional value creation really matters within the B2B environment. That is, is there room for emotions if it is “just business”?

Much of the work we do at Ibbaka is centered around value-based pricing. In one of my previous posts, I reviewed one of the key inputs of pricing strategy—market segmentation. Now, I would like to explore another critical business process—value-based selling. How can we enable our sales people to practice value-based selling?