Test creative and messaging on value-based consultative selling before committing budget.
Building Value-Based Consultative Selling Strategies
Develop the judgement and the documentation needed to run value-based consultative selling properly.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in value-based consultative selling is imperfect; that is not a reason to stop measuring it. Buyers now complete much of their decision on the wider marketing and commercial practice agenda before speaking to anyone. Teams frequently over-invest in documenting the marketing and commercial practice capability and under-invest in testing it. The course sets out a working method for value-based consultative selling that participants can apply the week they return. Benchmarking exercises repeatedly place the practice within marketing and commercial practice among the areas with the widest performance spread. The programme works equally well for those formalising the marketing and commercial practice discipline for the first time and those improving an existing approach. Participants develop a defensible line of reasoning for the choices they make about value-based consultative selling. The teaching approach is deliberately practical: participants build a go-to-market plan for this part of marketing and commercial practice as they go. It ends with a prioritised list of changes to the marketing and commercial practice discipline that the participant is prepared to defend internally.
Expected Learning Outcomes
Draw practical lessons from failures in value-based consultative selling without assigning blame that suppresses reporting.
Prepare a short, evidence-based briefing on value-based consultative selling for senior management.
Protect the brand while pursuing short-term targets in value-based consultative selling.
Adapt recognised practice on value-based consultative selling to local constraints without hollowing it out.
Set the attribution model for value-based consultative selling and understand its limits.
Build the content that moves a buyer through value-based consultative selling rather than merely informing them.
Who Should Attend
Brand and communications specialists shaping value-based consultative selling.
Account managers responsible for retention within value-based consultative selling.
Business development managers pursuing opportunities in value-based consultative selling.
Founders and owner-managers running value-based consultative selling personally.
Coordinators responsible for keeping records and documentation of value-based consultative selling current.
Consultants and advisers supporting clients on value-based consultative selling.
Course Modules
Value-based consultative selling: audience definition and segmentation
2 sessions · 8 pointsSession 1What to measure in value-based consultative selling and what to ignore
- Script the three most common objections in value-based consultative selling and the responses.
- Establish what evidence demonstrates value-based consultative selling is under control.
- Build the content that answers the buyer's real question about value-based consultative selling.
- Check that value-based consultative selling still works when volumes rise unexpectedly.
Session 2Measuring value-based consultative selling when attribution is imperfect
- Set objectives for value-based consultative selling in revenue terms with a timeframe.
- Map the handovers in value-based consultative selling between functions and secure them.
- Plan the sequence in which improvements to value-based consultative selling will be introduced.
- Arrange the handover of value-based consultative selling so capability survives staff changes.
Value-based consultative selling: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Testing the message on value-based consultative selling before spending
- Select channels for value-based consultative selling based on evidence, then cut the rest.
- Agree the attribution model for value-based consultative selling and state its known limits.
- Rehearse the briefing on value-based consultative selling that would follow an incident.
- Establish who is informed, consulted and accountable in value-based consultative selling.
Session 2Protecting the brand while hitting targets on value-based consultative selling
- Write the positioning claim for value-based consultative selling and test whether a competitor could say it too.
- Compare cost of acquisition against value in value-based consultative selling.
- Describe the buyer for value-based consultative selling specifically enough to name who is excluded.
- Measure lifetime value from value-based consultative selling, not just first purchase.
Value-based consultative selling: the customer journey and decision points
2 sessions · 8 pointsSession 1Testing value-based consultative selling before relying on it
- Confirm that reporting on value-based consultative selling reaches the people who can act.
- Document the sales process for value-based consultative selling so a new joiner can follow it.
- Define qualification criteria that disqualify quickly in value-based consultative selling.
- Close out actions on value-based consultative selling rather than leaving them open indefinitely.
Session 2Pricing value-based consultative selling on value rather than cost
- Structure pricing for value-based consultative selling against perceived value.
- Decide what will be stopped to create capacity for value-based consultative selling.
- Verify six months later that changes to value-based consultative selling have held.
- Reduce the variation in how value-based consultative selling is carried out between teams.
Value-based consultative selling: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Building the method for value-based consultative selling step by step
- Agree the indicators that will show whether value-based consultative selling is improving.
- Establish the boundary of value-based consultative selling and record what sits outside it.
- Choose the next segment for value-based consultative selling and state why it is next.
- Review whether short-term tactics on value-based consultative selling are damaging the brand.
Session 2Handling the objection to value-based consultative selling that ends most conversations
- Define the trigger that would require value-based consultative selling to be redesigned.
- Name a single owner for each element of value-based consultative selling.
- Design the retention action triggered when a customer of value-based consultative selling goes quiet.
- Build the report on value-based consultative selling that answers whether to spend more or less.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.