• by Gavin Finn , Op-Ed Contributor, September 28, 2010

Generally speaking, it's safe to say buyers always seek value in their purchases. In the case of B2B, it's no exception. And, during tough economic times, the pressure is really on.

Value, however, can mean different things to different audiences. Tires used on race cars are not purchased solely on price, but also on safety and durability. Alternatively, price is likely the primary deciding factor when buying commodity products, such as envelopes. In cases involving far more complex products, establishing the dimensions of value might not be so clear cut.

In these circumstances, it is vital that marketers identify unequivocally what aspects of the product are most important and play the most significant role in the buying decision-making process. Once ascertained, marketers can develop messaging that speaks to those areas, enabling them to begin to establish, or enhance, what the perception of value is among target audiences.

Importantly, customer perception must be monitored continuously, given new product offerings and updates, changes in customer attitudes and behaviors, etc. Accordingly, messaging must reflect these changes in order to stay relevant and persuasive. By doing so, marketers have the best chance of success in attracting new customers, retaining existing ones, and enticing former customers to come back.

There are a few key elements that can help guide marketers in creating impactful messaging that will help to secure the desired perception of value. As a general, overarching rule -- again, particularly with B2B -- don't just offer products, solve problems. Taking into account the following three ingredients is an excellent place to start:

• Cleary state the problem-solving attributes

• Differentiate from competitors

• Price the product accordingly

By emphasizing what helps people solve their problems, marketers not only capture their attention, they're in a better position to change their behavior -- which people and companies don't do easily or often. Further, by highlighting a product's unique advantages and features, differentiating how and why the product is superior to competitors', marketers build a case for making a decision using parameters other than price.

Pricing is a very important part of the marketing decision, however. The price of products and services can significantly influence the perception about a company. When the price is perceived as being too high, an aura of arrogance can be cast on the company and brand -- the antithesis of a customer-centric view. When the price is perceived as too low, often the customer becomes suspicious of the quality. Thorough research of the market and the competition provides some of the valuable insight necessary to determine what the appropriate cost should be, but other factors, such as ROI, mustn't be overlooked.

Additionally, companies that seek to develop close, collaborative relationships with their customers fare best in the long run. Customers can contribute ideas and suggestions on products and business procedures and practices, while companies, in turn, are able to glean valuable insight into how customers feel about various aspects of a business, its products, and the value each brings. And, the proliferation of online customer communities has further broadened the opportunity to solicit real-time feedback. The value of learning about customers' perceived value can't be overstated.

But, it doesn't stop there. Collective data and understanding are but a start. Marketers must then take the final step and leverage the insight garnered from this knowledge base -- including relationships and ongoing monitoring of the market -- to address and respond to issues quickly, further building the case for value-based pricing. This keeps customers happy, and that helps keep them right where they are.