Consultative Value Based Selling Training Course

Participants can conduct structured discovery conversations that reveal business needs and consequences.

• SPIN questioning sequence: situation, problem, implication, need-payoff and need development
• Question funnels move from business context to measurable operational consequences
• Active listening uses paraphrase, labelling, silence and confirmation checks
• Root causes separated from stated symptoms using five-whys analysis
• Stakeholder interviews surface competing priorities, political concerns and hidden objections
• Discovery notes capture verbatim evidence, metrics, owners and follow-up commitments
• Meeting agendas secure permission for diagnosis before solution discussion

Participants can assess deal quality, customer decision processes and pursuit risk.

• MEDDICC fields assess metrics, economic buyer, decision criteria and process
• Decision process mapped from problem recognition through contracting and implementation
• Power-interest grids identify sponsors, influencers, users, gatekeepers and opponents
• Champion strength tested through credibility, access, motivation and internal influence
• Procurement requirements distinguished from business requirements and evaluation preferences
• Mutual action plans assign milestones, owners, dependencies and exit criteria
• Deal risks scored by access, urgency, competition, budget and consensus

Participants can construct defensible financial and operational value cases for customer decisions.

• Value Proposition Canvas links customer jobs, pains, gains and offerings
• Benefit statements converted into quantified operational and financial outcomes
• Baseline metrics established from customer data, assumptions and validation sources
• ROI calculations compare investment, annual benefits, payback period and net gain
• TCO analysis captures acquisition, implementation, maintenance, support and retirement costs
• Risk-adjusted value cases distinguish hard savings from avoided losses
• Assumptions logs document confidence levels, sources, owners and validation dates

Participants can communicate a relevant value case to different customer stakeholders.

• Executive value messages lead with priority, impact, proof and next step
• Message maps align stakeholder concerns with differentiated value and evidence
• Customer language replaces supplier terminology in emails, calls and proposals
• Proof points selected from cases, benchmarks, pilots and customer data
• Commercial proposals connect requirements, outcomes, scope, investment and implementation
• Three-minute executive briefings communicate a credible case for change
• Story structure follows context, tension, choice, evidence and resolution

Participants can plan and lead customer meetings that create meaningful deal progress.

• Call plans define desired advance, agenda, hypotheses and stakeholder roles
• Opening contracts establish purpose, time, confidentiality and discussion boundaries
• Diagnosis conversations balance challenge, curiosity and evidence-based reframing
• Value-led demonstrations connect features to validated customer use cases
• Meeting control uses summaries, check questions and explicit next commitments
• Virtual selling techniques manage attention, participation, screens and shared documents
• CRM updates record evidence, stage rationale, risks and agreed actions

Participants can identify the source of resistance and respond without premature discounting.

• Objections classified as value, risk, authority, timing, competition or trust
• LAER method structures listening, acknowledgement, exploration and response
• Price resistance reframed through investment criteria, outcomes and cost of inaction
• Competitive comparisons address differentiation without unsupported claims or disparagement
• Implementation concerns resolved through milestones, responsibilities, adoption and governance
• Consensus gaps exposed through stakeholder-specific questions and joint review
• Objection logs distinguish stated concerns from unspoken decision barriers

Participants can protect commercial value while reaching workable customer agreements.

• Negotiation preparation sets targets, walk-away points, trades and approval limits
• Principled negotiation separates positions, interests, options and objective criteria
• Concession plans exchange value rather than discounting without return
• Packaging choices protect margin through scope, term, service and payment trades
• Procurement tactics answered with questions, evidence and conditional proposals
• Contracting conversations confirm outcomes, responsibilities, governance and change control
• Verbal agreements documented promptly with owners, dates and commercial terms

Participants can focus sales effort on the accounts and opportunities with strongest value potential.

• Account segmentation prioritises strategic fit, growth potential, access and risk
• Whitespace analysis identifies unmet needs, adjacent stakeholders and expansion paths
• Account plans connect customer strategy, value themes, relationships and opportunities
• Multi-threading builds credible relationships across business, technical and procurement functions
• Pipeline stages defined by customer commitments rather than seller activity
• Forecast categories reflect evidence, probability, timing and deal-specific risks
• Opportunity reviews focus on gaps, next actions and management support

Participants can apply course methods to priority opportunities through a structured follow-through plan.

• Opportunity diagnosis synthesised into a concise account-specific value hypothesis
• Value case reviewed against evidence, assumptions, stakeholders and decision process
• Customer meeting strategy integrates discovery, messaging, objections and agreed advances
• Thirty-day application plan assigns target opportunities, actions, measures and review dates
• Manager coaching requests framed around observable behaviours and deal evidence
• Personal scorecard tracks discovery quality, value evidence, advances and conversion
• Peer feedback criteria assess clarity, credibility, curiosity and commercial discipline