ValueLogics.ai

Masterclass · Recorded Session

Value Selling Maturity Is Key to Sales in Tight Times

With Anthony Sarno (ValueLogics, formerly ProveIT) & Robin F. Goldsmith, JD (Go Pro Management)

90 minutesCEO · CFO · Sales & Marketing leadersIncludes live coaching bonuses

What it's about

Sell more with less — by moving up the maturity scale

In a tight economy, customers only buy when they can see, believe, and care about the value — increasingly demanded as financial ROI. Many sellers miss sales because they can't convincingly convey value, even while following popular "selling on value" methodologies.

There are five progressively more effective approaches to value selling — the levels of the Value Selling Maturity Model. Levels 1–4 are the conventional approaches most teams use, and each higher level adds only small gains. Breakthrough results come at Level 5 — where Problem Pyramid™ value discovery and REAL ROI™ produce a REAL Customer Value Selling Proposition that makes customers see the solution delivers what they value most.

You'll learn where your firm sits on the maturity scale, why customers resist buying — and how to get more revenue from limited sales time by selling on value from the customer's perspective.

The Curriculum

What the class covers

1 Why value sells

Why showing value is key to making sales
The economic impact when buyers don't buy your value story
How Selling on Value should complement Buying on Value
Why it's so hard to show and sell on value
Measuring value financially with ROI — and who needs to know it
How ROI ties together the triple-constraint variables

2 The Maturity Model · Levels 1–4

Level 1 — Not Selling on Value
Level 2 — Differentiating Features
Level 3 — Benefits
Level 4 — (Random) ROI & Calculators
Why Levels 1–4 give low payback for sales effort

3 The 10 pitfalls

Ten seldom-recognized traps that undercut most ROIs
Why "random" ROI claims get disbelieved
How the pitfalls quietly erode credibility

4 The breakthrough · Level 5

The REAL Customer Value Selling Proposition
REAL business requirements that provide value when met
How emphasizing product features misses the value
Problem Pyramid™ gets the requirements value right
ROI Value Modeling™ links costs to value
Right, reliable, responsible REAL ROI™ that avoids the pitfalls

5 Putting it to work

Using value to improve sales effectiveness & efficiency
Marketing messages that fill the sales pipeline
Qualifying on value to raise sales-call yield
Appropriate use of calculators such as Web ROI™
Determining the individual customer's specific ROI story
How quantified value raises closing rates and prices paid
Case study — increasing high-value, high-tech sales
How to move your team up to high-maturity value selling

Do you need this?

Seven signs yes

You're not landing the sales you should, at the prices you deserve
Customers are demanding you show your value and ROI
Customers just aren't buying into what you're selling
Customers tell you they don't see the value
Your champions can't sell your solution inside their own org
Salespeople spend too much time on each sale
Too many sales calls turn out not to be fits

Who should attend

The revenue team

CEO
CFO
Business Development Directors
VPs of Sales & Marketing
Anyone responsible for sales growth and success

What you get

Slides — plus live coaching bonuses

The full course slides

The complete deck to keep and share with your team.

Included

Two 30-min coaching sessions

Build your first Problem Pyramid™ to discover what a key prospect persona values most — guided by Anthony or Robin.

$500 value

30-min maturity assessment

Assess your current value-selling level and build a plan to reach the next one.

$250 value

Your instructors

Instructor

Anthony Sarno

Founder of ValueLogics (formerly ProveIT). He has created ROI sales processes for 40+ software companies, and built structured software architecture and acquisition methodologies for Coca-Cola, Johnson & Johnson, American Family Insurance, IBM, and EDS.