Every day, good companies suffer because they create financial value for customers but aren’t able to keep their fair share. This is because most marketers cannot fully articulate the value customers get from their products, and the argument falls to the lowest common denominator – price. The solution is Dollarization: which goes beyond articulating features and benefits to calculate the monetary gain a customer receives in exchange for the price paid.
R.C. Gregory can deliver live or online workshops ranging from one hour to a full day or more to introduce Dollarization to your organization. Content can be tailored for marketing, sales or mixed management groups, and can be customized around a product launch or other important marketing event.
R.C. Gregory works with companies to help make Dollarization a working part of their marketing strategies. This can involve dollarizing a specific product or service, creating a Customer Value File for a key account, conducting customer research to quantify the value of an offering, and more.
Dollarization Calculators & Sales Tools
Dollarization works best when the customer is engaged in a credible, interactive discussion of the economic impacts of a proposed purchase. These discussions are greatly enhanced when the sales or marketing person is equipped with a professional analytical tool to facilitate the analysis.
A team of top salespeople from a Fortune 100 industrial products company attended a customized Dollarization Workshop and were asked to evaluate the session afterwards.
As part of the session, the attendees worked in teams to apply Dollarization to three key products as well as one key account opportunity that each person was currently pursuing.
After the workshop, each participant was asked to rate their confidence in selling each product or opportunity before the workshop and after the Dollarization exercise. This chart shows their average scores on a scale of 1-5. The average confidence score improved by 140%.
“The most impactful and useful sales course ever offered here.”
“Our entire organization needs to learn this discipline – marketing & product departments have to buy in and see the value. Without this, we will lose more share and growth opportunities and miss a golden opportunity to change the status quo.”
“This course really focused on strategies, examples and info to allow me to be more effective and close more business.”
“The whole concept of presenting a CVF will help me put together our upcoming proposal. Now I have a clear idea of how to approach and what to include.”
“I’ve been in many sales classes over the years for Xerox, WINS, etc. This has been the most impactful for me to date. I expect to be more effective going forward as a direct result of the course.”
“Great use of OUR examples and accounts – pertinent and realistic.”
“Great for getting us to think outside the box and in terms of customers’ needs and what they value.”
“The course exceeded my expectations. The personalized training was awesome!”