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The Sales House
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Consultative & Value-Based Selling

Move conversations from product and price to the value your customer cares about, and sell as a trusted adviser.

You own the number, but not every part of the buying decision. Research competes with meetings, discovery can stay on the surface, and a promising demo can still end in silence. We understand the pressure to create pipeline, earn trust and keep a complex opportunity moving without pushing the buyer. The AE Lab gives you space to sharpen the conversations and judgement behind the result.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

1 day · 9:30am–5pm

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

From £1,750

+ VAT

Price — Online

From £1,400

+ VAT

where understanding becomes useful —

Why this course matters

Value becomes persuasive when the buyer recognises it in their own business.

What you’ll explore in the Lab

A strong value conversation helps the buyer see why change matters to their business, not simply what a product can do. This one-day workshop helps account executives and sellers explore customer priorities, connect a challenge to its operational or commercial impact and build a value case grounded in evidence.

Delegates practise consultative questioning, distinguish a stated requirement from an underlying need and develop messages suited to different stakeholders. They explore how to discuss the cost of doing nothing without exaggerating it, test assumptions with the buyer and respond thoughtfully when price becomes the focus. The aim is a clearer, more credible conversation about outcomes and trade-offs, with value propositions your team can apply to relevant opportunities.

a real challenge. a purposeful response.

The challenges this addresses

  • Solutions pitched before the customer’s underlying need is understood
  • Benefits described without evidence of their customer-agreed business impact
  • Stakeholder value messages repeating generic benefits across complex deals
  • Cost-of-inaction claims built on assumptions the buyer has not tested

What this can change at work

Give value a place in the buyer’s business, not just the seller’s pitch. Sellers explore underlying needs, connect problems with commercial or operational consequences and test a value case with the customer. Managers can coach the evidence behind proposals and responses to price pressure. That helps the business build more credible opportunities, with stakeholder messages grounded in recognised priorities rather than broad claims about benefits.

Needs explored beneath requests

In customer conversations, sellers ask what drives a stated requirement and how the underlying problem affects the buyer’s business.

Value cases checked together

Opportunity notes distinguish customer-confirmed impact from assumptions, with sellers testing the cost of doing nothing rather than overstating it.

Stakeholder-specific value conversations

Sellers adapt value messages to each stakeholder’s priorities and use that context when discussing price, outcomes and commercial trade-offs.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around consultative selling principles and understanding customer priorities. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Working in a group of 8–10, sellers bring a suitable account or anonymised opportunity and map the customer's priorities, impact and evidence gaps. Breakouts develop a value proposition before pairs rehearse questions and value conversations, supported by peer and facilitator feedback. The group tests what sounds credible, what needs customer validation and how to respond to price pressure without losing sight of the buyer's goals. Delegates leave with a draft value case, questions to validate it and a practical next step for their account.

Make Consultative & Value-Based Selling relevant to your business

Tell us where you want to make progress with consultative selling principles. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Consultative selling principles
  • Understanding customer priorities
  • Quantifying the value of change
  • Building value propositions
  • Defending value, not discounting
  • Positioning as a trusted adviser

What’s included in your booking

Your booked time and format
1 day · Live online or face to face, agreed before booking · 8–10 delegates.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Lead conversations with customer value
  • Build a value case for a live opportunity
  • Respond to price pressure without discounting
  • Position yourself as a trusted adviser

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Lead conversations with customer value.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting Consultative & Value-Based Selling into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

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your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course