Chuck Less has spent more than 30 years in the Chemical and Plastics Industries. He has held senior marketing and management positions with very large corporations as well as midsize privately owned companies and has been considered to be a B2B marketing expert. More than half of his experience has been managing global businesses. He lived and worked in Europe for over 13 years. As a strategist, he has developed Business and Market Segment Strategies for 18 strategic business units with the single largest unit having sales of $350 million dollars.
Chuck would like to work with your corporation, company or business unit to help you improve your profits through better price management. Please do not hesitate to give him a call to discuss your situation to see how he might be able to improve your profits. Typically, he can spend 2 to 3 days within your organization to prepare a diagnostic which will determine where results can be achieved quickly.
Creating processes, computer support solutions, doing analytics, negotiating with strategic customers and instilling "Value Pricing Cultures" in large complex global corporations and midsize private companies to achieve record profits through better price management have the basis of Chuck's greatest personal achievements. He has attacked organizational challenges and customer situations head-on and has delivered results e.g. doubling the profitability of business units.
Marketing and pricing based on the value of your products and services to customers ? direct and downstream ? can bring more profits straight to your bottom line...
Yet, throughout business practice, businesses usually know their cost(s) very well, but don't have even a crude understanding of the value they bring to their customers. Markets are usually targeted based on how valuable they are to the firm, rather than on how valuable the firm is to them. As a result, large chunks of profit are often left on the table.
Companies need to begin Seeing Value. That is;
1) Conceptualizing- We must have a common understanding of what we mean by "pricing to the value created" 2) Comprehending- Gaining a quantified understanding of the REAL value of your product and service you are offering to your customers. 3) Confirming- Knowing how our offering compares to the other available offerings that are being presented to our customers. 4) Customize- Appropriately modify your offering to increase it's total value to your customers 5) Comunicating Value- Insuring that your customers have an appreciation quantitative understanding of the value you are offering to them.
and most important of all:
6) Capitalizing on the value you have created through your product and service offering and realizing the most profit from the value you have created.
Values, Costs, and Prices: An operational definition of the value of a product to a user. Development of a conceptual structure that shows the relationship between price, costs, and values.
Value-in-Use: How to assess the economic value of new products or significant product performance differences, and to think through pricing and marketing implications of the value analysis.
Relative Perceived Value: A conceptual structure for assessing the customer value of attributes which cannot be assessed by objective value analysis, along with techniques for applying the concepts.
Value-Driven Market Strategies: Value-based market segmentation, positioning, and targeting.
Value and Price Dynamics
The Product-Market as a Complex System: Understanding competitive dynamics under "normal" competitive conditions in commodity-like markets. The impact on markets of cost dynamics production capacity additions will be examined.
How Industry Leaders Must Manage Their Industries as Well as Their Businesses: Gut reactions to events like business downturns or competitive thrusts, and simplistic aggressive actions, often produce unanticipated negative outcomes. We will consider how the market as a whole is likely to respond to such events and, thereby, enable market leaders to take actions which will produce better net results.
Managing a Premium Position: How to manage a premium position in a market and to sustain it at a higher level for a longer time.
Managing the Commodity Price: The commodity price as an equilibrium of forces. Managing it by avoiding mistakes, particularly mistakes of pricing below what the market will bear.
Call Chuck Less now and discuss your company's situation and let him help you improve your profitability. 513.405.5527