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LISTENING AS A

COMPETITIVE ADVANTAGE

If we do not truly understand our customers’ business, we risk not offering them the right solutions – and then we risk becoming a commodity where price is the only deciding factor. To help us better understand what our customers value, we have initiated a process to get us tuned in to our customers’ needs and how we can fulfill them. This is one of the cornerstones of value selling.

SELLING VALUE OVER PRICE
Value selling means translating strengths and competitive advantages into the value they represent for the customer – rather than just selling product features and benefits that solve their immediate need of a towing job from A to B. Ideally, it also means trying to get in early in the process, helping customers shape their tenders to more accurately reflect what they really need besides a competitive price. Simply
put, value selling is all about listening closely in order to find out what truly matters to the customer. Then, we need to develop a solution specifically addressing those needs. And finally, we have to make the customer understand that while they might be able to get a cheaper price elsewhere, they won’t get a solution that meets their business needs and brings value to their operation like SVITZER’s customised solution will.

EARS TO THE GROUND
To get our value selling efforts off to a good start, SVITZER started by interviewing a number of our largest customers to get an understanding of the realities and challenges of their industries as well as of their perception of SVITZER. The purpose was to understand what makes or doesn’t make them choose us for projects. In this process, four key elements apart from price kept coming up as deciding factors. Listed according to importance they were: 1) Safety, 2) Reliability, 3) Local Content and 4) Environment/fuel savings. These key priorities will form the building blocks for our future sales effort.

EVERYONE'S A SALESMAN
A lot of strategy work, planning and negotiation go on ashore. But in the end, every SVITZER employee plays an invaluable part. Head of Business Development Kasper Nilaus explains: “Every employee is a part of this. It is the high-quality work and craftsmanship displayed by every SVITZER employee every day that, in the end, decides whether we win or not. A lot of new projects are with customers we already do work for. So they see us in action every day. And a Marine Manager of one oil company could work for another oil company tomorrow, taking his positive impressions of SVITZER with him.” As this illustrates, value selling is a joint effort by all of us.

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This is what our customers value SVITZER for – what they need and what we deliver:

SAFETY
A SVITZER operation is a safe operation. We want to become the world leader in safety.

RELIABILITY
Customers count on us to carry out operations on time, every time.

LOCAL CONTENT
We provide jobs, education and career opportunities to the communities we operate in.

ENVIRONMENTAL SAVINGS
We proactively pursue reductions in fuel consumption benefitting the profitability and environmental profile of our customers.