Value based selling

value-based-selling training course

Value Based Selling

How to create, develop and close business opportunities using a consultative approach and a value-based (not price-led) proposition. Two-day in-house training course with follow-up review workshop

value-based-selling training course
value-based-selling training course


“Value-based selling is about adding value through the way you sell, helping the customer make a quicker decision with more certainty and enjoying the process as well.”

This is the flagship of sales skills development training courses. Combining all the biggest and best sales training concepts and ideas into one new, easy to use set of strategies, set-pieces and skills. This includes topics such as consultative selling, solution selling, SPIN, Wilson learning, Sandler complex selling, sales process mapping, benefit and improvement models, strategic, customer-focused, value-based not price led, up selling, cross selling and more.

value-based-selling training course
value-based-selling training course

It is a two-day course with one-day follow-up workshop. The course is based on extensive real-world experience from a wide variety of businesses, products and services, including many years of experience developing consultative selling methods.  It includes  extensive  practical planning sessions and role-play based on participant’s own examples and situations; hard and soft copy of variety of planning tools – to ensure rapid deployment of value-based skills gained from the training; high-quality presentation and structured approach to learning; many unique insights and methods.

Sales skills and tactics
Sales skills and tactics

About the course: What is value-based selling?

Value-based selling means working the way your customer wants to buy, not how you want to sell. It also means:

  1. Defining problems and improvements clearly and in detail
  2. Exploring and defining the value associated with solving or achieving these
  3. Matching your solutions to these needs, ideas and specifications
  4. Structuring your bid, proposal and proposition around the customer’s buying criteria, ideas and expectations
  5. Creating a positive and enjoyable buying experience based on trust, rapport
  6. Finally, it is about creating compelling reasons to change and choose you that are not based on price only.

In a transaction sale the customer knows the answer or value-based selling without help from a salesperson, or is prepared to stay with what they have. Customer decision criteria are price and convenience, customers resent time spent with (new) salespeople, mainly because the salesperson adds little or nothing to what they have and steals time.

In a consultative or value-based selling sale the customer doesn’t know the answer or value-based selling (or cannot see the advantage of your value-based selling) without help from a salesperson. The salesperson must take the role of an advisor, not just a ‘product promoter’. Customers demand expertise, advice and customisation during the sales process. Often customers insist on multiple meetings with salespeople and others to develop advantages that you can bring and reduce the perceived risk of changing. In this way the salesperson often adds more value than the product or service.

Each course is a unique event and can be run anywhere in the world of your choosing. Workshops are ideally suited to groups of around twelve participants. Detailed workbooks and training aids are provided.

Who will benefit

This highly-practical skills-based training program will benefit all those who are involved in approaching, developing, presenting or negotiating new business opportunities. This includes winning brand new customers and developing new revenue from existing clients, contacts or prospects. It is suitable for all levels and types of sales and marketing staff.

Key benefits of value based selling

This training course will provide participants with the proven strategies and tactics to build, manage and successfully close a sustainable business opportunities using a consultative approach and a value-based (not price-led) proposition. This includes:

  1. Increased impact of your new sales conversations, presentations and proposals leading to faster decisions and increased conversion.
  2. Greater confidence, consistency and professionalism throughout the business development process.
  3. Enhanced sales questioning skills and techniques, leading to better, faster and more accurate development of customer needs, problems, value and expectations.
  4. Improve your people, communication, influence and persuasion skills when approaching, consulting or presenting your services and solutions.
  5. How to build value at all points in the customer’s buying process through your knowledge, skills and structured approach
  6. Proven ways to gain additional business and referrals from existing customers and contacts, through direct approach and lead generation.
  7. Be better able differentiate your firm, your solutions, track-record and expertise clearly and accurately with tailored value statements for each stage and for each opportunity.
  8. Overcome and avoid price-based objections, buying criteria and negotiation.

Training methodology

This training workshop is highly-interactive and encourages delegate participation through a combination of short presentations, group discussion, practical exercises (including structured role-play), case studies, and breakout sessions designed to learn new skills and reinforces existing abilities.

The second day features extensive rehearsal and review of current and real-life existing pitches, presentations and proposals.

Course personalisation

Each training workshop is personalised in three ways.

  1. The first is to include or expand any specific learning points or topics you feel are important and omit any that are not needed.
  2. The second is create bespoke examples and case studies for use during the planning and practice sessions (role-plays).
  3. Review of training materials and workbook before the course to personalise with your internal culture, terminology and style. Each workbook is custom printed with your logo and colours if preferred.

Sales measures

All participants will be asked to complete a pre-course questionnaire. This asks participants to identify some personal learning objectives ahead of the training, perhaps in discussion with a manager. They will also be asked to bring with them two typical or current sales opportunities or prospects and a report showing some sales KPI’s from the last 2-3 months.
Value-based selling: Programme Outline, two-day course with workshop.

1. Introduction and key principles of Value-based selling

  • Introduction and review of pre-course work – KPI’s, personal learning objectives and key principles
  • The main principles of solution selling and how they benefit you and the customer.
  • How value-based selling differs from ‘transactional’  or  ‘price-based’ selling.
  • The stages of the customer’s buying cycle – how to identify and work through strategies for each stage.
  • The concept of structured and set-piece selling and proposing

Presentation by participants: Personal sales improvement goals

2. Value-based selling strategies and skills

  • What is value? How can move away from a price-led agenda?
  • How to survive and resist price pressure – six techniques
  • A review of key competencies and skills needed for a value-based approach
  • Strategies, case-studies and examples with discussion and review
  • Defining your initial value proposition and comparative advantage
  • How best to established the right level of trust, rapport and credibility

Planning and practice session: Strategy – mapping a value-based sales process.

3. Connecting skills

  • Research before the meeting and the first few minutes – ways to gain instant rapport and setting the foundation for a successful outcome in a first sales call.
  • How to structure an effective first-time sales call or meeting – the subtle differences that are important to master.
  • How best to differentiate your solutions and build credibility and enthusiasm early or at the start of the buying process.
  • Overcoming buying initial resistance and relaxing the prospect; gaining rapport, opening the meeting: PBC (purpose-benefit-check) and gaining agreement to proceed.

Planning and practice session: Connecting – first meeting with a new contact.

4. Consulting – building, developing and influencing client needs

  • Understanding the power of high-impact and third-level questions to influence people based around specific needs and solutions.
  • The importance of body language and other personal communication dynamics when asking questions; empathic listening, run-on questions, drawing out skills, summarising, etc.
  • Creating a ‘disturb’ approach to creating needs and opportunities and positioning your solutions.
  • Using proven advanced sales questioning techniques with greater skill: Outcome, SPIN and qualification questions.
  • ‘Decision-making criteria’ – tools to help you develop this with the customer and in doing so progress your sales opportunities more accurately.

Planning and practice session: Questioning skills

5. Convincing – presentation and persuading skills practice

  • Substance and style – selecting the right tone and content to engage and enthuse your prospect.
  • Compelling benefits and reducing perceived risk – key messages to deliver.
  • Helping the customer choose your proposition – by being convincing, compelling and credible when you present.
  • Professional and effective presentation skills – with personal coaching and practice sessions.
  • The keys of influence and persuasion and the keys to convincing a new customer to choose you for the first time.
Sales Success Training Course
Sales Success Training Course

Planning and practice session: Role-play in presenting your solution.

6. Commitment

  • Knowing when and how to close for commitment to the next stage in your sales process, plus ways to ask for commitment professionally and effectively.
  • How to isolate, prioritise and answer objections and concerns more openly and accurately, using a consultative not confrontational approach.
  • Deal more effectively and profitably with price objections and reduce buyer’s remorse (which can lead to a ‘I want to think about’ reaction and cause delay and inertia).
  • Key negotiations skills around the closing process – getting to yes.

Planning and practice session: Role-play in closing and negotiation skills

7. Assessed role-play – Final practice session

Live role-plays

There is an option for external participants to be brought in to the live training workshop to take-part in the final assessed role-play or assist with other sessions run during the course.

Performance assessment – ‘Dragon’s Pitch’

The final afternoon of the course is an assessed role-play using a prepared scenario and external ‘CEO’. The assessment criteria will be agreed prior to the training.

8. Summary

Personal action plan and learning summary

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