CUSTOMER VALUE DISCOVERY Program
Value-based marketing, selling and negotiation techniques to increase sales conversions and drive profitable revenue growth.
For sales professionals responsible for key account management and contract negotiations.
Course includes:
- 8 Lessons
- Lesson workbooks
- Downloadable tools
- Online discussion board and Q+A
- Learner progress reports
- Learner technical support
- Certificate of completion
- Series of implementation workshops (by arrangement)
Total course duration: 8 hours
Define, communicate and capture more value by mastering the Customer Value Discovery process.
Customer Value Discovery is an online program designed to help people in B2B sales to make more profitable sales, pricing and negotiation decisions using a value-based pricing technique.
This program will build your skills beyond traditional sales training that focuses on features, benefits, and positional negotiation methods.
Customer Value Discovery will enable you to engage with customers using a common language to define, communicate and capture more value from each negotiation more effectively.
This program will benefit sales professionals who:
- Sell in markets often described as “commodities”
- Work in a culture of cost-plus price setting
- Negotiate with procurement teams
- Are under threat from inferior low priced competitors
- Believe the lowest price wins the business
- Rely on discounts to close or win new business
Outcomes
Define, communicate, and negotiate more value for your products & services.
Undertake value-based price negotiations that drive revenue and margin expansion.
Increase sales conversion rates at higher margins.
Develop effective marketing communication to presell value and increase sales conversions rates at higher prices.
Move away from cost-plus commodity mindsets that limit pricing potential.
Program Approach
Complete Lessons
Complete online lessons & workbook exercises. Submit margin improvement ideas at the end of each lesson. Complete end of lesson test and final exam.
Evaluate Margin Ideas
Rate & rank margin ideas. Run Customer Value Discovery workshop with colleagues and customers (for Enterprise learners).
Implement Margin Initiatives
Test, implement, evaluate. Learners implement new approaches to marketing, sales and negotiation using Customer Value Discovery techniques to realise more profitable sales and negotiation outcomes.
What You’ll Learn in This Course:
Value – the most important currency in business. Explore tangible, transactional, and tradeable elements of value that support price premiums.
Explore 4 key risks families of supply chain failure, risk of product or service failure. Master the 5 risk mechanisms that translate into price premiums.
Quantitatively score value drivers to determine pricing power. Explore a completed value canvas to master key principles of value and their application to a key account price negotiation.
22 questions to map and define customer value. Interview techniques to obtain candid responses. Translating responses into value statements.
Learn the 11 critical steps of the value pitch model to define, communicate and capture more value when negotiating with customers.
4 levels of price negotiation. Checklist and framework to identify your negotiation pricing power. Understand the 36-cube market model to identify customer value segments. Negotiating with procurement, influencers and the true economic buyer.
Developing an Economic Value Estimation model. Framing value to invoice price techniques. Contract value capture mechanics.
In-depth customer value discovery case examples taken from the building materials, food manufacturing, plastics and resins industry verticals.
What our graduates have to say
D. Mulhern
State Sales Manager
P. Lavelle
Executive General Manager
B. Bihun
Regional Manager
A. Geerlings
Key Account Manager
Frequently Asked Questions
Customer value is an important factor in setting prices for products and services. When companies can create high customer value, they can command premium prices for their products or services—because customers understand the value they are getting. Companies unable to create high customer value will usually have to compete on price, and their profit margins will suffer as a result.
Customer Value involves discovering what customers believe to be critical to running their business. Generating value for customers requires a supplier to increase the value of a product or service by delivering more features, higher quality, greater convenience, and better customer support or reducing the risk of supply chain failure, product or service failure and technical support failure. It could also involve finding ways to reduce costs, improve efficiency, and deliver it better than your competition.There are four types of value that a seller can generate for a customer:
- Value that helps a customer increase revenues or margins
- Value that decreases the cost of doing business
- Value that decreases the cost of inputs to the product or service
- Value that decreases the risk of customer profit impairment
Creating customer value is essential in any competitive business environment. Companies that are able to deliver above-average customer value consistently will be in a solid position to increase their market share and profitability. Companies that fail to deliver on customer value will likely struggle to stay competitive in the long run.
The Customer Value Discovery course will teach you to identify significant sources of value to customers and enable you to maximise your pricing power in a competitive marketplace.
This program will be suitable if you:
- are looking to migrate away from sub-optimal pricing strategies such as cost plus mark-up methods with gross margin percentage targets
- are under threat from competitors
- offer a superior product or service vs competitors, yet customers continue to demand additional price concessions
- want to develop advanced sales and negotiation skills to advance your career.
Customer Value Discovery provides a unique framework to navigate various customer negotiation dynamics and commercial situations.
Customer Value Discovery enables a salesperson to speak the language of value. This shared language of value allows customers to make more confident buying decisions. This buying confidence results in a higher willingness to invest or pay the required price to obtain the value.
The primary difference between Customer Value Discovery and traditional sales training is that Customer Value Discovery is focused on enabling customers to understand and invest in the right solution to deliver value regardless of the price. Traditional sales training focuses on closing the customer with positional price-driven negotiation tactics or concessions.
Many sales training and negotiation programs focus on selling features and benefits, which must be translated into value for the customer. In addition, they are often heavily reliant on memorising a sales sequence, sales psychology and tactical discounts to close a sale. Customer Value Discovery will teach you how to connect with customers and build meaningful relationships based on value.
Yes! Customer Value Discovery delivers unique and powerful methods that have been taught to over 4,500 sales and marketing executives. The feedback is similar for CEOs, Executive General Managers, Sales Directors, and Sales Representatives. This program is a unique and innovative way to develop your value-based sales and negotiation skills.
Learners can immediately diagnose the required value conversation they need to have with customers to educate and define the right value frame.
Additionally, a downloadable CVD Toolset is provided, which you can use to model customer value and analyse the value of your product or service vs. a competitor alternative.
Most importantly, you will develop a new value language to define, communicate and capture value more effectively in sales negotiations for new business and contract renewal with key accounts.
The program runs for eight weeks. However, you can complete it sooner.
You can complete the course at your own pace. Catch up when it suits you, or even repeat the course as often as you like for the remainder of your subscription (12 or 24 months). Enterprise learners may elect to complete the program together as a cohort.
Yes! As long as you have an internet connection, you can complete the course. For Enterprise learners, there are also options for live-stream webinars, video workshops and face-to-face workshops.
Enterprise learners can post questions or observations to their peers within the Enterprise course.
Individuals can participate in a public forum to interact, network and engage with fellow students.
Every lesson contains downloadable workbooks and tools.
For individuals, additional lesson modules will be released from time to time, and open forum webinars are conducted depending on demand and availability. These will be announced via email.
For Enterprise clients, optional services such as video webinars and one on one consulting services are available by arrangement.
- 24 months access for individual purchasers
- 12-month subscription for enterprise contracts
Each lesson concludes with a competency test of 5-7 questions to ensure key concepts are understood.
For enterprise students, there is an additional survey to capture pricing margin ideas that can be accessed as a summary report by nominated users. These margin ideas can be evaluated and further developed to drive enhanced organisational capability.
Upon completion, learners who complete the program will receive a downloadable Customer Value Discovery Certificate. This certificate can be posted to your LinkedIn profile and Curriculum Vitae.
Companies around the world recognise training programs provided by Pricing University. You may nominate Pricing University as a reference point to a prospective employer, citing your certificate of completion. If you want to know more about this reference program, please feel free to get in touch.
For Individuals:
Expand your career opportunities and earnings power by mastering the techniques critical to defining, communicating and capturing more value.
For Teams:
Transform your sales and marketing teams from a cost-plus pricing culture using advanced Customer Value Discovery techniques to generate sustainable earnings growth.