Sales strategy and sales training for B2B companies

Win on value, not price.

We help B2B organisations strengthen their sales strategy, build compelling value propositions and equip their sales teams to sell on value.

Grounded in ongoing Future of Selling research with commercial leaders across Europe.

Since 2009
Future of Selling research

Solvay
Brussels School

AMS
Antwerp Management School

Cranfield
University

HBR
Harvard Business Review

The shift

What your customers value is changing.

Trade disruption, conflicts and economic uncertainty have made B2B customers more cautious. Price still matters, but customers increasingly choose suppliers who help them reduce risk and keep their business running.

Sales organisations that haven’t adapted their value propositions miss these conversations, and the decision falls back to price.

A living B2B research programme · Since 2009

Engineering Systemic Value in B2B

WORKING PAPER

How suppliers can design, prove, realise and capture value when budgets tighten, systems become more fragile and AI makes information abundant.

Prof. dr. Régis Lemmens and Prof. dr. Javier Marcos

Future of Selling research programme · September 2026

Engineering Systemic Value in B2B

Future of Selling research, 2026

What we do

From strategy to the customer conversation.

Leadership team in a sales strategy workshop

01 · With your leadership

Sales Strategy

Define where and how to create customer value.

We work with leadership teams to define a value-driven commercial strategy and translate it into a sales plan, value proposition priorities and an implementation roadmap.

This aligns the organisation around the customer priorities shaping buying decisions today.

Working through a value proposition with a marketing and sales team

02 · With marketing and sales

Value Propositions

Build propositions customers choose on value, not price.

We work with marketing and sales teams to turn products and services into evidence-backed value propositions, sales arguments and customer business cases.

This gives decision-makers a clearer, more defensible reason to choose your offer beyond price.

Coaching a salesperson during a value selling training

03 · With your sales teams

Value Selling

Equip sales teams to discover, demonstrate and quantify value.

We train and coach sales leaders and teams to discover, quantify, communicate and realise customer value using practical tools and techniques.

This equips salespeople to lead stronger value conversations and apply the approach independently.

From the research

Research-led. Field-tested.

Sales Cubes brings researchers and practitioners together. Since 2009, the Future of Selling research has studied how market change reshapes B2B selling, led today by Prof. Régis Lemmens and Prof. Javier Marcos of Cranfield University.

Our consultants and trainers turn those findings into practical strategies, tools and training for real customer conversations.

Published and taught.

Book · 2014

From Selling to Co-Creating

Lemmens, Donaldson, Marcos · BIS Publishers

Textbook · 2016

Sales Management

Marcos, Donaldson, Lemmens · Red Globe Press

Article · 2018

“Entrepreneurial Selling”

Harvard Business Review

Talk

“Sales 2020”

TEDx Liège

Chapter · 2014

Handbook of Strategic Account Management

Wiley

Teaching

Solvay Brussels School & Antwerp Management School

The people you work with.

Meet the team →

Prof. Dr. Régis Lemmens

Prof. Dr. Régis Lemmens
Founder · Solvay Brussels School & Antwerp Management School

Prof. Dr. Javier Marcos

Prof. Dr. Javier Marcos
Cranfield University · Consultant and trainer

Marc Neyrinck

Marc Neyrinck
Consultant and trainer

Where is your value being lost?

In one focused conversation, we’ll help you see whether it sits in your strategy, your proposition or your sales capability. And if nothing needs fixing, we’ll tell you that too.