You can increase the benefits you offer, or you can slash their costs. Both are legitimate, but they are very different business models with very different consequences. Rackham describes three types of customers. They believe they understand the product or service, and they see you very much as a commodity. They expect you to make an investment in them, and they put a high value on your advice and expertise.
Rackham outlines approaches to selling today, based on clients' buying strategies.
There are fundamentally three sales models for selling to these three kinds of buyers, matching the cost of the sale to the type of value the customer is interested in obtaining. The strategic value or enterprise buyer will want to develop a deep partnership with your organization at the highest level and will be dealing with you personally, not your sales force. For intrinsic value customers who just want dead mice cheap, you have to have a low-cost transactional sales model or you'll lose your shirt. Here you create value by cutting your costs and making your product very easy to acquire. The Internet has been a major driver of this change.