Engineer value before you train your sales team
Most B2B companies expect salespeople to defend value that was never clearly designed, proven, or translated into the customer’s language.
Sales Cubes gives B2B organisations a disciplined way to create, communicate, and realise that value — so the case is built before anyone has to sell it.
In many B2B companies, nobody clearly owns the bridge between product, customer value, positioning, and sales execution. That is why strong propositions often get reduced to price. Value Engineering closes that gap.
THE DISCIPLINE
A repeatable way to engineer value
Three capabilities that turn value from something asserted into something built, proven, and defended — designed for how B2B actually sells.
Value Design
Engineer the proposition itself. Identify which Value Cubes — the specific sources of value in your proposition — genuinely apply to this customer, and quantify what they are worth.
A proposition built to be proven, not just asserted.
Value Selling
Carry that value into the room — to the people who decide, in the terms that move them.
A clear case for the full value, recognised by the customer.
Value Realising
Help the customer realise the value you promised during the sale — supporting the change that turns the proposition into results.
Value delivered and proven, not just sold.
WHY THIS WORKS
Fix the value story, and the discounting problem largely takes care of itself.
When deals collapse to price, the real cause usually sits upstream — the value was never engineered in the first place.
VALUE ACROSS FIVE DIMENSIONS
Make the full value visible — not just the price.
Most B2B propositions create value in more than one way. But in many buying processes, only one dimension is clearly visible: price. Value Engineering helps your team make the full value visible — financial, strategic, operational, human and societal — for every stakeholder involved in the decision.
5 – Planet & Society
Does it reduce harm, avoid harm, or create a positive impact for society and the planet?
4 – People
How does it improve the work and lives of the people who use it?
3 – Strategic
How does it improve market position, or strengthen the supply and value chain?
2 – Risk & Resilience
How does it reduce operational risk and improve resilience to market change?
1 – Financial
What is the return on investment?
WHERE YOU START
It starts with a single workshop
There’s no fixed programme to commit to. We begin with one hands-on session — Value Selling Essentials — applied to your own proposition, on the day. Your team leaves with something they can use the next week, and we grow from there, one step at a time.
Publications
Built on years of academic research and real client engagements — a TEDx talk, published books, a Harvard Business Review article, and our ongoing Future of Selling research with Cranfield University.
Sixteen years of research into the future of selling
Value Engineering is the result of research started in 2009 by TIAS Business School, in close collaboration with the Sales Management Association in the Netherlands, and continued since with Prof. Javier Marcos of Cranfield University. The research is published openly at futureofselling.eu.
IN ASSOCIATION WITH
