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Value Based Selling


(2 Days Duration)

The sales arena is changing. As customer expectations become increasingly demanding so the total sales offer has to increase to prevent it from becoming commoditised. Against this backdrop sales organisations need to be clear about how they can continue to add value. This shift has created as realization that for the sales of the organisation to stay ahead of the changing needs of its customers it has to change and this means more than teams adopting a generic sales approach.

Core behaviour/competencies developed during this module:

  • Analyse their personal sales profile, and through increased self-awareness reduce weaknesses and maximise strengths in their sales approach
  • Improve average order values
  • Move further up the value chain away from ‘commodity hell’
  • Improve their reputation as a value adding salesperson
  • Build their confidence in presenting value rather than costs
  • Develop business relationships which ensure customers want to do more business with them
  • Review difficult sales situations and construct more effective sales presentations
  • Develop greater opportunities for closing more business
  • Increase job satisfaction and improve customer service scores through professional and effective needs alignment


  • Becoming a ‘Value Broker’
    – The role of the salesperson in delivering value for customers
    – Profile of the modern sales person
    – Self audit and identification of quick wins
  • Crossing The Bridge To Value Based Selling
    – Understanding different sorts of selling and the evolution of sales
    – Review of ‘foundation’ knowledge and techniques
  • Building Value Based Relationships
    – Understanding your own and your customer personality preferences
    – Adapting behaviours for maximum customer comfort and effect
    – Appreciating different frames of reference based on function and position
    – Responding to the customers ‘map of the world’
  • Taking Your Offer Higher
    – How to use the decision-making process
    – Establishing where the purchasing authority lies
    – Responding to different buyer influences
    – Finding the hot buttons
  • Analysing The Situation For Value Building Potential
    – Positioning and communicating your value proposition
    – Analysing your competitors and competitive position from the customers perspective
    – Competitive differentiation
    – Selling in times of VUCA – ‘respecting’ change drivers
  • Using Key Account Management Principles
    – Setting SMART Objectives and establishing value adding inputs connected to outputs
    – Mapping the DMU
    – Conducting a SWOT and MegaSWOT analysis
    – Surveying the Competitive Landscape
    – Developing an Action Plan
  • Bringing It All Together
    – Implementing a value based approach
    – Developing personal action plans
    – Committing to action