Andreas Hinterhuber is a Partner of Hinterhuber & Partners (www.hinterhuber.com). 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 (www.valueinnoruption.com), 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)

• 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. Marn) Part 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. Baker) Part 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 Macdivitt) Part 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)

Andreas Hinterhuber is a Partner of Hinterhuber & Partners (www.hinterhuber.com). 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 (www.valueinnoruption.com), 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)

• 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. Marn) Part 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. Baker) Part 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 Macdivitt) Part 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)

Andreas Hinterhuber is a Partner of Hinterhuber & Partners (www.hinterhuber.com). 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 (www.valueinnoruption.com), 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)

• 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. Marn) Part 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. Baker) Part 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 Macdivitt) Part 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)