Problem we solve · Sales Excellence & Key Account Management
“Every price change turns into a standoff with our biggest customers.”
Without a value story, a price increase looks like a cost pass-through the customer must fight. Key account managers who can show the value they create, and who understand the customer's business, can hold price without damaging the relationship.
Cause 1
No quantified value story
Cause 2
Fear-driven discounting
Cause 3
Relationships only at the transactional level
Paraphrased and anonymized from recent conversations.
“Reps discount preemptively to avoid blame; we need shared pricing logic so they can justify holding price.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We train and coach sales teams to sell on value: quantifying it, telling the value story, handling objections and negotiating without defaulting to discounts.
How it works →How we help
We help you choose the accounts that deserve a strategic plan, build one-page key account plans with the team, and connect them to resources, forecasting and reviews.
How it works →How we help
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →Market Edge frameworks used to diagnose and fix this problem.
Semiconductors · Global
[Result]
The global leader in semiconductor fabrication equipment wanted every key account manager, some leading teams of up to 500 people, at an agreed standard.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
With a value story for each account, break-even analysis and planned responses to objections.
Often fear of blame. Shared pricing logic and documented rationale give them cover to hold price.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're about to launch, and the price is cost plus margin."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →Sales Excellence & Key Account Management
“We have been sales and rebate led for years. Value is never part of the conversation.”
Read more →Sales Excellence & Key Account Management
“We call every large customer key, so none gets a real plan.”
Read more →Sales Excellence & Key Account Management
“Each unit trains sales differently. We have no shared view of capability.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.