Where Value Lives

What if the greatest source of value in your business is not inside your organisation-but inside your customer's mind?

Where Value Lives challenges conventional thinking about customers, relationships and Strategic Account Management. Fred Mills draws on more than thirty years of experience to show why value is never fixed, universal or defined solely by the supplier. It is determined by each customer-in a particular context, at a particular moment, under a unique combination of pressures, ambitions, risks and alternatives.

This practical and thought-provoking book explores how organisations can:

• discover what their customers genuinely value;
• distinguish excellent service from strategic attention;
• select the relationships that truly merit deeper investment;
• move beyond product-led value propositions;
• build trust across complex buying centres;
• secure meaningful executive sponsorship;
• co-create value without losing commercial discipline;
• measure what matters to the customer; and
• turn Strategic Account Management into an organisational capability.

Throughout the book, memorable stories, practical frameworks and candid observations expose the gap between what suppliers believe they provide and what customers actually experience. Companion resources-including reflection questions, practical tools, downloadable materials and chapter commentary-help readers translate the ideas into action.

Where Value Lives is written for account managers, sales and commercial leaders, customer-experience professionals, executives and anyone responsible for creating stronger, more valuable customer relationships.

This is not a formula for selling more to every customer. It is a guide to making better choices: where to focus, whom to trust, what to promise and how to create value that the customer can genuinely recognise.

Because value does not live in your product, your presentation or your CRM system.

It lives in the five inches between the customer's ears.