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Value Based Acquisition (VBS2)

Generating new sales opportunities and raising probability of success by systematic acquisition. How to approach the right person at the right level with the right issues.


  • Qualified leads – through systematic approach to target customers.
  • Better knowledge about complex decision making prozesses and –structures in the customers organisation.
  • Better Self Assurance – through specific preparation
  • Higher Credibility – through a consultative aproach in sales
  • Improved First Visits – through comprehensive preparation
  • Higher Success Rate – of first visits through targeted preparation and argumentation
  • Creating of Interest - through apropriate and effective questioning strategies


VBA is a workshop for beginners as well as more experienced sales people. Depending on the specific needs of the group it can be flexibly adapted and individually taylored.

The specific individual requirements of the group will be jointly developed in precourse meetings.

In small groups the participants work on the workshop issues. A easy to use methodology and the apropriate tools make sure that the participants can apply the workshop concepts immediatly in their daily business life.

Who should attend?

Value Based Acquisition™ is targeted to Sales Engineers, Key Account Managers and Sales Managers with responsibility for the generation of new business.


  • How to win new customers efficiently and effectivly
  • How to identify important decision influencers early enough
  • How to describe ROI from the customers viewpoint
  • How to argue and proof person specific customer benefits
  • How to develop USP’s and value propositions
  • How to prepare and conduct visits on management level
  • Video-Feedback-Analysis enforces impact and sustainability of the training


The 2-days workshops start at 9 a.m. on the first day and end at 5 p.m. on the second day.

Preparation of the participants

To maximise the benefits from this workshop, the participants do a short preparation work prior to the workshop. They criticly analyse present practices and define expectations, requirements and areas for improvement.


ITC’s trainers all have a successful selling background and several years of experience in using our methodologies. All information exchanged in the workshop is held in strict confidence.

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Who has been trained in our concepts?

An extract of the companies for which we were already operating successfully. Show all clients.
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How customers speak about us

The best reference for the success of our training methods are our satisfied customers:

“The best sales training I ever attended, including various trainings during my years in the US. He is a real expert. I would like to take more courses from him.”

Sales Engineer, IT Company

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