The Heavy Duty Manufacturers Association will partner once again with the Kotler Marketing Group to offer their "Defending Price" workshop at the Heavy Duty Dialogue conference and Heavy Duty Aftermarket Week in January.


The workshop will address common sales challenges, such as:

*„„ Understanding what value is and how to quantify and measure it
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* Shifting the customer's focus away from price to total costs and value
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* Using value research to strengthen and reinforce customer relationships
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* Avoiding exaggerated claims that undermine the credibility of your value case

* „„ Effectively incorporating value analyses and findings into presentations, bids, proposals, and customer negotiations

This workshop is open to all HDMA members, and will be of particular interest to commercial vehicle parts, services, and raw material suppliers. Past participants have included VPs, commercial directors, OE and aftermarket sales and marketing managers, pricing analysts, and engineers.

The Defending Price workshop takes place Sunday, January 16, 2010 at The Mirage in Las Vegas, immediately preceding HDMA's Heavy Duty Dialogue Conference and Heavy Duty Aftermarket Week, January 17-20.

More info: www.kotlermarketing.com/hdma.shtml for complete program information, including pricing and registration.



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