Bob Sherlock is a sought-after strategic, creative marketer with several decades in B2B and consumer durables marketing, entrepreneurship, and marketing consulting. Sherlock is often called upon by executives of manufacturing and B2B services companies when their sales teams lack a compelling answer to the question: “Why should I buy your solution from you—especially when you’re more expensive?”
Sherlock helps companies put their sales teams in a strong position to avoid or fight off customer pressure on price, by:
- Equipping and training sales teams with persuasive value messaging, and marcom that attracts the right customers.
- Building value into companies’ pricing methods—identifying and pricing hidden value that’s free or underpriced.
- Escaping an unfavorable position in a commoditizing market, by discovering and implementing the simplest changes needed to revitalize their business model.
Sherlock started his career at General Electric in its consumer durables business. He spent a year on GE’s corporate marketing staff, then moved to the industrial side of GE in marketing roles and running GE Supply’s sales and distribution operations in the northwestern U.S.
Sherlock is particularly adept at working with manufacturers of components, assemblies and other inputs to OEMs, as well as with products and services that relate to energy production, distribution, and use.
Bob has an MBA from Dartmouth’s Amos Tuck School of Business Administration and a BA in Economics from the University of Maine. He is the author of Daring Caution: The Executive’s Guide to Pricing Improvement.
Read Bob Sherlock's recent blog "Common Flaws in Pricing Structure" at mdm.com to discover the importance of tapping into the hidden value in pricing.
Session Title: Hidden Value: Pricing & Margin Improvement Levers
Session Date: September 19, 2018