Value, like beauty, is in the eye of the beholder. You need to work with your customers to understand what they value so you can match what you’re selling… to what they want to buy.

Profit is a clear driving force for setting up a relationship but, in my experience, far less critical in whether it works successfully over the medium to long term.

I’m sure you can all remember a time when you were hauled into the MD’s office to dissect all the reasons why you had lost a contract or sales opportunity. But how do you really get a good insight into how you could have won the deal?