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Value Based Selling™

How to raise the probability of getting the order by focussing on specific customer needs and benefit oriented selling.


  • Creating and Developing of Customer Needs – through effective questioning strategies
  • Higher self confidence – through better and more specific preparation
  • Higher credibility – through a consultative approach in sales
  • Improved Effectivness of Customer Meetings – through well rehearsed preparation
  • Shorter Sales Cycles – through better control of the sales process
  • Higher probability of winning - through individual, personalised value propositions


VBS is a modular designed workshop for beginners as well as more experienced sales people. The program can be individually taylored and focussed to the specific needs of the individual group.

In small groups, the participants apply the easy to use methodologies on examples from their real life. The corresponding tools make sure that the participants can apply immediatly in their daily business what they have learned.

Who should attend?

Value Based Selling™ is targeted to sales people, account managers, KAM, and all other functions involved in a complex sales situation.


  • How to focus on the real individual customer needs and requirements
  • How to translate product features and functions into customer value
  • How to show ROI from the customers view point
  • How to argue and prove customer benefit
  • How to develop and apply practice oriented argumentation tools
  • How to develop USP’s and value propostitions
  • How to realise and benefit from buying signals
  • How to put pricing into its context by showing person specific benefits
  • How to create and develop customer needs
  • How to prepare important customer meetings
  • Feedback-Analysis by video taping enforces impact and sustainability of the training modules


The 2 - 3 days workshop starts at 9 a.m. on the first day and ends at 5 p.m. on the last day.

Preparation of the participants

To maximise the benefits out of this workshop, the paritcipants do a short preparation work prior to the workshop. They criticly analyse their 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?

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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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