Triple Fit Strategy: How Successful Companies Move from Value Selling to Value Creation

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It's time for B2B companies to rethink their growth logic.

Business-to-business selling is still dominated by "value selling"trying to match products to needs and making deals. It's a buyer-seller relationship built on transactions, and it's not the way you should be doing business.

There's a better way"value creation"in which supplier and customer collaborate as partners to build joint strategies and grow together. If you can escape the product-centric mindset of value sellers and put customers at the heart of your sales strategy, results will follow. What kind of results The authors' own data shows that customers who get value creation right can double account values in three years.

With clarity and precision, Christoph Senn and Mehak Gandhi lay out the framework, called Triple Fit Strategy, for helping you move to value creation. Their process, along with their Triple Fit Canvas tool, ensures a fit between customer and supplier across three areas: planning, execution, and resources. It's a proven approach they've implemented with many B2B companies over twenty years and validated with data from those engagements.

This breakthrough approach has the power to transform B2B businesses, better aligning them with customers, creating better internal organization, and uncovering new opportunities for growth. Your journey to becoming a value creator starts here.

Author Bio

Christoph Senn is an adjunct professor of marketing at INSEAD and Codirector of the INSEAD Marketing & Sales Excellence Initiative (MSEI). He frequently works with leading companies, including BASF, Coca-Cola, General Electric, Hoffmann-LaRoche, Konica Minolta, Maersk, Microsoft, Otis, Pfizer, Schindler, Sonos, Vodafone, and many more. He is also Chairman of boutique consultancy AMC and the founder and CEO of Valuecreator, a software startup advancing the practice of value co-creation.

Mehak Gandhi is the Head of Research at Valuecreator, Switzerland, and a postdoctoral research fellow at INSEAD. She has conducted research and training programs with leading global companies including Allianz, Konica Minolta, Maersk, Schneider Electric, Sennheiser, Schindler, Thermo Fisher Scientific, VAT, and WMF/Schaerer.