Value Sales Expert Mike Wilkinson joins us to break down what value really means—and how cross-functional teams can define, quantify, and deliver it in a way that drives customer decisions and revenue growth.
Key Takeaways:
- Value Is Customer-Defined – True value isn’t what your product does. It’s the result your customer believes they’ll achieve by using it.
- The Value Triad – Use revenue/performance gains, cost reductions, and emotional connection as a framework to tailor your value story.
- Cost of Inaction – Show what’s at stake when customers do nothing. It creates urgency and reframes your solution as essential.
- Product Working with Sales Means Better Value Messaging – Product teams must collaborate with sales to build customer-centric content that leads with outcomes, not just features.
- Curiosity Wins – Great sales conversations start with great questions. Understanding the customer’s world is more powerful than pitching yours.
Guest Bio:
Mike Wilkinson is a value selling expert and Director at Axia Value Solutions. With decades of experience helping organizations articulate and deliver customer-focused value, Mike is passionate about transforming sales conversations from product pitches into strategic outcomes.
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