Pricing and the Sales Force  book cover
1st Edition

Pricing and the Sales Force

ISBN 9781138791886
Published September 23, 2015 by Routledge
234 Pages 34 B/W Illustrations

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Book Description

Pricing and the Sales Force is the first book to link pricing strategy and the sales force together. Pricing strategy is now well established as an important means of driving profits for many organizations. Countless companies are now mastering price-setting. But what about "price-getting" – converting those list prices into the realized sales, and as a result, greater profitability? This is the domain of the sales force.

A selection of the world’s leading specialists explore different aspects of sales force and pricing strategy integration:

  • introduction: overview on the state of the art;
  • building key capabilities: best practices for building sales force capabilities in pricing and value quantification;
  • engaging the sales force: driving organizational change processes with the sales force;
  • designing effective selling processes: designing and implementing processes that enable superior performance, and;
  • aligning sales force incentives and building the infrastructure: insights into how to align sales force incentive schemes; tools and instruments to enable the sales force to perform.

The third in Hinterhuber and Liozu’s successful pricing series, this book is essential reading for pricing strategy and sales scholars and practitioners.

Table of Contents

Part I: Introduction  1. Introduction (Andreas Hinterhuber and Stephan M. Liozu)  Part II: Building Key Capabilities  2. Value Quantification—The next challenge for B2B selling (Andreas Hinterhuber)  3. Interview with an Expert: Mr. Todd Snelgrove Chief Value Officer, SKF (Todd Snelgrove)  4. Shedding the Commodity Mind-Set (John E. Forsyth, Alok Gupta, Sudeep Haldar and Michael V. MarnPart III: Engaging the Sales Force  5. Change Management and Pricing: Getting the sales force on board (Stephan M. Liozu)  6. Interview with an Expert: Mr. Marco Meyrat, Member of the Executive Board of Hilti Corporation (Marco Meyrat)  7. Salespeople’s Learning by Doing and Pricing Strategy (Qiang (Steven) Lu, Ranjit Voola and Shahriar Akter)  8. How to Get the Sales Team to Embrace Pricing Improvement (David Dvorin)  9. Having the Value Conversation (Ronald J. BakerPart IV: Designing Effective Sales Processes  10. Stop Reacting to Buyers’ Price Expectations - Manage Them (Thomas T. Nagle and Joseph Zale)  11. Value-Based Selling: Toward new practices of creating and sharing value (Pekka Töytäri and Risto Rajala)  12. Designing Effective Sales Processes to Drive Profits via Pricing (Tapio Nissilä)  13. Breadth of a Salesman (John R. DeVincentis and Neil Rackham)  14. How to Optimise Collaboration Between the Sales Organisation and Pricing Management (Harry MacdivittPart V: Aligning Sales Force Incentives and Building the Infrastructure  15. Pricing Delegation and Sales Force Compensation (Evandro Pollono)  16. Delegating Pricing Authority to the Sales Force: The need for a turn around in research and practice (Carmen Balan)  17. Using Mix Measurement to Drive Profitable Sales Growth (Dev Tandon)  18. The Fast-Changing Intersection of Price and Value: A smarter way to think about customer perceptions (Jeff Robinson)

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Andreas Hinterhuber is a Partner of Hinterhuber & Partners ( He is also a Visiting Professor at USI Lugano, Switzerland and was acting chair and head of the Department of International Management at Katholische Universität Eichstätt-Ingolstadt, Germany.

Stephan M. Liozu is Assistant Professor of Management and Strategy at Chatham University, USA. He is also the founder of Value Innoruption Advisors (, a consulting boutique specializing in the design and execution of value, pricing, and innovation strategies.


‘Backed by field research and case studies, Hinterhuber and Liozu take complex pricing concerns, make them readily understandable, and propose solutions that managers can profitably implement…A must read for today’s results-driven sales professional!’ - James A. Narus, Professor of Business Marketing, Wake Forest University, USA

‘A must-read for any company that creates customer value but has realized that the sales force needs to be able to quantify that value so customers are willing and able to pay for it.’ - Todd Snelgrove, Chief Value Officer, SKF

‘If you want (and you should) to make your sales force more strategic, reading Pricing and the sales force is an absolute MUST.’ - Bernard Quancard, President and CEO, Strategic Account Management Association (SAMA)