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No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means —
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This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.
COMPANY CONFIDENTIAL
Delivering Value Pricing
Through B2B Sales Teams
Monthly Webinar Series – May 28, 2014

2. Sponsored by LeveragePoint
the Software Solution for Value-based Pricing
www.leveragepoint.com

3. www.leveragepoint.com

4. About the Speaker
www.leveragepoint.com
Mike Wilkinson Co-founder and Director,
• Over 25 years of world-wide training and consultancy
experience
• 2013 Training Journal award winner for best sales
programming
• Co-author of The Challenge of Value and Value Based Pricing
• Author of many articles on managing major sales and value
• Fellow at the Institute of Sales and Marketing Management
• Member of the Professional Speakers Association and the
Global Speakers Federation

5. Delivering Pricing
Excellence through the
Sales Team
Mike Wilkinson
Director, Axia Value Solutions

6. SOMEONE HAS TO
TALK TO THE
CUSTOMER…………

7. PRICE
MANAGEMENT
PRICE
SETTING
PRICE
GETTING

8. THE SEVEN
CHALLENGES OF
VALUE!

9. The 7 Challenges of Value
1. Understanding just what value is

10. A
Value is…………….

11. Solve the
Value
Mystery!
Our Mission?

12. The 7 Challenges of Value
1. Understanding just what value is
2. Recognizing that value and value
perceptions are constantly changing
3. Identifying people who care about value
4. Differentiating in ways that matter
5. Communicating your value
6. Capturing your value through price
7. Delivering the value you promised

13. EMOTIONAL
CONTRIBUTION (EC)
The Value Triad©
Absolute/ObjectivePerceived/Subjective
REVENUE
GAIN (RG)
COST
REDUCTION (CR)
VALUE TO THE
CUSTOMER
Macdivitt & Wilkinson 2012

14. Value Triad© Analysis
RG
EC
CR
Revenue Gain (RG)
List below the factors that increase your customers revenues
Cost Reduction (CR)
List below the factors that reduce your customers costs
Emotional Contribution (EC)
List below anything that enhances customer “feel-good”

15. Your Customers
Define Value
Not You!

16. So how do you
find out…..?

17. Over to the Sales Team!

18. It’s a bit too expensive……
But I’m sure we can
discount the price a little…

19. DEFAULT
BUTTON
Press gently to
deliver unnecessary
discount

20. Comprehend the things the customer values
Create value for the customer (differentiate your
offering)
Communicate the value
Convince customers that your value is worth paying
for
Capture your value through effective pricing
The 5 C’s of Value

21. Why don’t customers
buy?
Because they don’t
understand (or
appreciate) your value

22. SOMEONE HAS TO TALK
TO THE CUSTOMER…………
SO MAKE SURE THEY HAVE THE SKILLS,
CONFIDENCE AND CAPABILITY TO DO IT
WELL! GIVE THEM THE TRAINING AND
THE WEAPONS!

23. So what to do next???
“Even if you’re on the
right track,
You’ll get run over if you
just sit there.”
Will Rogers

24. Questions
 What will be the main takeaways for
you from our session today?
 How can you ensure your sales team
supports your pricing initiatives?
 How can you make sure your pricing
team supports your sales team?
 What are you going to DO?

26. The 7 Challenges of Value
1. Understanding just what value is
2. Recognizing that value and value
perceptions are constantly changing
3. Identifying people who care about value
4. Differentiating in ways that matter
5. Communicating your value
6. Capturing your value through price
7. Delivering the value you promised
How do B2B Enterprises communicate and capture VALUE
via the sales force?

27. 27
Cloud-Enabling the Sales Force
Value Messages,
Competitive
differentiators,
Value Props
Value
Equations &
Models
Competitors
Customers
Industry
Products
Repository/Libraries
Engage customers in a value discussion
Collect&sharecustomerfeedback
acrosstheorganization
• Consistent Messages
• Build relationship
• Capture value
• Win more deals
UVPs
Build
Product,Marketing,Pricing
Execute
CustomerFacing
Value Modeling Value Communications
value db & platform
Confidential

28. More Information on LeveragePoint and Axia
Let us know your thoughts and enter to win a copy of
Value-based Pricing!
Please complete our three question survey
which will appear when you leave the webinar.
All respondents will be entered in a raffle to win
a copy of Value-based Pricing
Visit the link below to request a 15 minute call to learn how
LeveragePoint and Axia enable B2B enterprises to execute
Value-based Pricing and Sales strategies.
http://www2.leveragepoint.com/learnmore

29. Questions and Answers
To Contact LeveragePoint
sales@leveragepoint.com
www.leveragepoint.com
(617) 945-9747
To Contact Mike Wilkinson
Co-founder and Director
Axia Value Solutions
mw@axia.com
Let us know your thoughts and enter to win a copy of
Value-based Pricing!
Please complete our three question survey
which will appear when you leave the webinar.
All respondents will be entered in a raffle to win
a copy of Value-based Pricing