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An Intensive Professional
Development Training Course on

Strategic Selling & Value Propositions for Business to Business (B2B) Companies

A Strategic Approach to Selling, is the Best Way
to Win Business and Protect Profit Margins

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Why Choose Us

Strategic Selling & Value Propositions for Business to Business (B2B) Companies Training Course equips B2B sales teams with a coordinated selling approach that consistently wins profitable business. In today’s competitive market, having a strong product is no longer enough. Customers now expect suppliers to deliver real value and support their business growth. This training course shows sales professionals how to move beyond price-based selling and become a trusted partner to their customers.

A strategic selling mindset helps companies build strong customer relationships, outperform competitors, and win more business in both existing and new markets. By applying a structured sales strategy, your sales team will be able to create powerful value propositions that customers are willing to pay for, while strengthening customer loyalty and long-term partnerships.

This course focuses on practical, real-world techniques that are already being used successfully by leading global companies. You will learn how to develop a clear segment-based sales strategy, build irresistible value propositions, and implement tools and methods that deliver superior customer value. If your goal is to avoid competing only on price and become your customer’s preferred supplier, this training course is the right choice.

Why Choose Strategic Selling & Value Propositions for Business to Business (B2B) Companies
Course Goals

What are the Goals?

By the end of this Strategic Selling & Value Propositions for Business to Business (B2B) Companies Training Course, you will be able to:

  • Build a clear and structured sales strategy aligned with business goals
  • Create stronger value propositions that go beyond price
  • Win internal support to achieve sales targets and secure resources
  • Build customer preference and strengthen long-term relationships
  • Deliver superior value consistently and justify premium pricing

This course ensures participants understand the modern buying landscape and how to adapt their selling methods accordingly. You will learn how to challenge traditional sales practices, influence customer specifications, and design a sales strategy that drives sustainable revenue growth. The focus is on measurable results and practical implementation to help your team win more contracts and become a preferred supplier.

Who is this Training Course for?

This Strategic Selling & Value Propositions for Business to Business (B2B) Companies Training Course is designed for sales directors, sales managers, account managers, and sales teams who want to adopt a strategic approach to selling. It is ideal for professionals who want to win more customers, build stronger relationships, and sell at a premium by delivering superior value.

The course is suitable for a range of roles, including:

  • Sales leaders looking to manage sales teams strategically
  • Sales teams aiming to implement strategic selling methods
  • Business development executives responsible for creating high-value solutions
  • Marketing and communications professionals who collaborate closely with sales
  • Senior managers focused on building long-term customer relationships
  • Sales professionals at all experience levels seeking higher success in selling

If your organization wants to shift from price competition to value-based selling, this training course will provide the tools and framework needed to succeed.

Learning Approach

How will this Training Course be Presented?

This Strategic Selling & Value Propositions for Business to Business (B2B) Companies Training Course is delivered through a blend of formal presentations, interactive discussions, and syndicated exercises. The learning experience is highly practical, with real-life examples drawn from the presenter’s extensive experience in strategic sales and marketing consultancy for leading global B2B companies.

Course delivery includes:

  • Structured presentations covering key strategic selling principles
  • Group discussions to share insights and apply concepts
  • Practical exercises to build real sales strategies
  • Case studies and videos to demonstrate real-world application
  • Tools and frameworks to implement strategic selling immediately

The course is designed to be engaging, hands-on, and results-driven. Participants will leave with a clear roadmap for applying strategic selling techniques in their own business environment and improving sales performance.

The Course Content

Understanding Strategic Selling and How B2B Purchasing Has Changed

  • Strategic selling and why it is essential
  • How buyers buying-behaviour has changed
  • Why selling must change and how
  • Best practice in strategic selling
  • Breaking the low-price cycle with strong value propositions
  • Understanding your company’s strategic intent

How the Selling Strategy Works with the Brand

  • Using the brand to win customers and contracts
  • Identifying opportunities to add value in the selling process
  • Value propositions that competitors can’t match
  • How to select the best potential customers
  • Defining the real customer-needs
  • Using the brand in the selling process

Influencing the Customer’s Specification, Setting Sales Objectives, Creating the Sales Strategy and Targeting

  • How to influence the customer’s specification
  • Building preference and credibility
  • Setting your strategic selling objectives
  • Defining the selling strategy
  • How to target to win the sale
  • Defining the priority, importance and tasks

Creating Superior Value Propositions

  • How to build superior value-propositions
  • Moving away from the USP
  • What should you sell and why?
  • Avoiding the ‘price destroyers’
  • How to justify higher a higher price
  • The myth of ‘Total Cost of Ownership’
  • A strategy to win in the bidding process

Communications to Support Sales, Win New Customers and Build Relationships

  • Communicating to win new customers
  • Communicating to build existing relationships
  • Communicating for credibility and influencing the sale
  • Winning with principled negotiations
  • Winning support internally
  • Measuring the results of sales strategy
Recognition

Certificate

  • • Wallstreet Development Academy Certificate of Completion for delegates who attend and complete the training course.
Collaborations

In Partnership With

Anderson Copex Coventry