{
  "title": "Bespoke proposals: does the seller's effort create value for the customer?",
  "url": "https://www.shr.swiss/blog/offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client-en",
  "language": "en",
  "datePublished": "2024-08-12",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A carefully developed proposal can become particularly valuable to the people who created it. That does not establish that it is worth more to its recipient.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Michael Norton, Daniel Mochon and Dan Ariely (2012, Journal of Consumer Psychology) show, in construction and assembly experiments, that participants can place a higher value on objects they have made themselves."
    },
    {
      "heading": "A second mechanism: ownership changes valuation",
      "point": "Daniel Kahneman, Jack Knetsch and Richard Thaler (1990, Journal of Political Economy) identify, in experimental markets, a gap between the amounts people demand to give up an object they own and the amounts offered to acquire it."
    },
    {
      "heading": "The premature conclusion",
      "point": "It would be tempting to conclude that a bespoke proposal is necessarily overvalued by its author."
    },
    {
      "heading": "What the evidence cannot establish",
      "point": "The experiments cited do not examine complex proposals negotiated between organisations; applying their findings to a sales team remains a hypothesis to test."
    },
    {
      "heading": "A practical check in Bâle",
      "point": "Within SHR's 'Vente à forte valeur ajoutée' programme, an exercise applicable in Basel would involve asking a colleague who did not help develop the proposal to review offers for pharma, life sciences, Rhine logistics or international R&D."
    }
  ],
  "sources": [
    {
      "authors": "Ariely",
      "year": "2012",
      "source": "Journal of Consumer Psychology"
    },
    {
      "authors": "Thaler",
      "year": "1990",
      "source": "Journal of Political Economy"
    }
  ],
  "wordCount": 430,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Basel-offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client",
    "en": "https://www.shr.swiss/blog/offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client-en",
    "de": "https://www.shr.swiss/blog/offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client-de",
    "it": "https://www.shr.swiss/blog/offre-sur-mesure-leffort-du-vendeur-cree-t-il-de-la-valeur-pour-le-client-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation-vente-forte-valeur-bale",
    "city": "https://www.shr.swiss/formations-ville/bale",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}