How to make customer value measurable, justify prices confidently, and lead negotiations with a value-focused approach

Value-Based Selling

In the Value Based Selling Training, you will learn to lead sales conversations consistently from a customer value perspective. Instead of discussing prices or services, you will argue through impact, added value, and economic results. You will work hands-on with real customer situations and directly apply the content to your sales or project routine.

This training enables you to

  • Systematically identify and prioritize customer needs
  • Clearly develop value drivers and quantify them reliably
  • Compellingly present value to technical and purchasing decision-makers
  • Lead price and negotiation conversations fact-based and confidently

Modules

In this module, you’ll lay the foundation for value-based selling.

  • You analyze customer context, goals, and decision-making processes
  • You develop well-founded needs hypotheses for different customer situations
  • You identify relevant value drivers along processes, services, and outcomes

In this module, you’ll turn benefits into measurable arguments for sales and negotiations.

  • You convert value into economic effects (time, cost, risk, revenue)
  • You develop compelling value stories for different stakeholders
  • You use value strategically as an argumentation basis in price and negotiation situations

Learning Environment

You will learn in an interactive in-person format consistently focused on application and transfer

  • Working on real customer, proposal, or negotiation situations from participants
  • Group exercises, discussions, and structured reflection
  • Practical templates, value models, and argumentation aids
  • Continuous connection to your own daily routine in sales, consulting, or project environments

Service Package

  • 2-day in-person training course, including training materials
  • Value Canvas, hypothesis and argumentation templates
  • Facilitated application to your own practical examples

Benefits

  • Clear structure for value-oriented sales and price conversations
  • (Better) price enforcement through comprehensible value arguments
  • Perception as a competent conversation partner at eye level
  • Clear common thread instead of justifying prices

Coaches

Your trainers are experienced UMS consultants with extensive practice in sales, consulting, and complex negotiation situations. They combine methodological excellence in Value Based Selling with deep understanding of real customer and market situations.

Suitable for

  • Sales, Account, and Bid Managers
  • Consultants, Solution Architects, and Presales roles
  • Executives with price, proposal, or customer responsibility

Particularly valuable if you:

  • Are under price or margin pressure
  • Sell services that require explanation
  • Want to lead negotiations fact-based rather than emotionally

Requirements

  • Your own customer, proposal, or sales situation from your daily work

Certification

Upon successful completion of the training, you will receive a UMS Certificate of Participation “Value Based Selling”.

Dates & Prices

Dates
Book
Time09:00 – 17:00 Uhr
LanguageGerman
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 180,00 €
Total (excluding certificates) 1.430,00 €
Book
Time09:00 – 17:00 Uhr
LanguageGerman
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageEnglish
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageGerman
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageEnglish
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageGerman
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageEnglish
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageGerman
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €
Book
Time09:00 – 17:00 Uhr
LanguageEnglish
Venue Frankfurt am Main
Hanauer Landstraße 291 B, 60314 Frankfurt am Main
Haltestelle Riederhöfe
CertificationWithout
Service Package
  • 2-day in-person training course, including training materials
  • Value Canvas, Hypothesis and Argumentation Templates
  • Guided application using your own practical examples
Training Fee 1.250,00 €
Conference Package 190,00 €
Total (excluding certificates) 1.440,00 €

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Martin Slusarek

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