Value-Based Selling of Green Products: A Radical New Approach to Commercial Growth

For decades the logistics industry has been subject to a “per unit” pricing model that, while justified as a standard for existing services such as containers, air freight and road transport, has far more disadvantages than advantages when selling technically sophisticated and green logistics products. For example, it is easy to compare with the competition and, more importantly, logistics companies undersell themselves far below the value that they ultimately generate for their customers. This chapter strategically rethinks the pricing model for these products—away from a “per unit” to a “value-based” model. This will not only significantly increase the customer conversion rate of your sales organisation, but also the value added for the customer and subsequently your own margin.