Full Product Range
In B2B if you can’t offer the full range of products then it is likely you will not be selected to get on to the short list.
During their research phase for purchase the potential customers will have a check list with all possible products as they have found it on the website of your competitors. If your company can’t provide all the alternatives or full range then you will not be considered unless your price is the lowest.
Offering All – Selling One
Although companies will investigate if you can serve them with a full range, in most cases they will end up buying only one or two products from your entire range.
As such all the other products are less profitable.
If you would leave this to business analysts or business consultants they would advice you to remove most of your products from your price list. What they don’t see or know is that this could kill your business almost instantly. This is where product management and common sense has to step in in order not to remove the lagging products from your offering.
How wide is your offering ?