Episode 20: Eric Berggren on Customer Value: Why Organizations Fail to Get It Right

Every successful business needs to sell something at a price where they can make enough money. If they can’t, they’re going to go out of business.

If that’s the fundamental challenge, we’ve got to understand how customers decide to buy. Everybody talks about value, but nobody really tells you how to do it.

That’s what we’re addressing in this episode with Eric Berggren, Professor of Marketing from Kellogg School of Management at Northwestern and Managing Director of Axios Partners. In Eric’s words, “Customers decide to buy based on the value they get from one product versus another. Whatever nets out to be the best value, that’s where they’re going to go.”

Listen in to hear Eric explore the topic of customer value inside and out.

Find a breakdown of this episode here.

The B2B Revenue Executive Experience is handcrafted by our friends over at: fame.so

Previous guests include: Warren Zenna, Founder of The CRO Collective, Andy Paul, Host of The Win Rate Podcast, Karen Eber, CEO and Chief Storyteller of the Eber Leadership Group

Check out our three most downloaded episodes:

• Episode 284: Cracking the CRO Code: How Chief Revenue Officers Redefine Business Success with Warren Zenna
• Episode 286: Winning Over the Buyer: The Interplay Between Sales Effectiveness, Win Rates, and Differentiated Buying Moments with Andy Paul
• Episode 302: Inspiring Action Through Storytelling with Karen Eber

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