BOOK REVIEW: “Value Merchants: Demonstrating and Documenting Superior Value in Business Markets” by James Anderson, Nirmalya Kumar & James Narus (2007)

Salesmen require more gravitas than the power of persuasion and price cuts to make consistent sales to their customers.  In order to sell a product or a service, a company has to take a multidimensional role as a value merchant, rather than a salesman.  In fact, it is this very shift of the role of sellers that outlines what customers are looking for in terms of product or service offerings of the highest value (their perception).