Sales strategy and sales training for B2B companies
Win on value, not price.
We help B2B companies build business cases their customers can defend, on five levels: money, risk, strategy, people and planet. Then we help your sales teams use them in every customer conversation.
Built on more than 500 interviews with commercial leaders since 2009, over 40 of them this year.
Worked with
Odoo
Tessenderlo Group
Pfizer
L’Oréal
AG Insurance
Ricoh
ING
SAP
CGI
Barco
Bekaert
Research and teaching with
The shift
Your customers are 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. That is why we look at value on more than cost: financial return, but also risk, strategy, people and planet.
Sound familiar?
Recognise this?
Pick the sentence that sounds most like your team. Each one points to the service that can help.
What we do
From strategy to the customer conversation.
All three services work with the same tool: the Layered Business Case. It shows the value your proposition creates for a customer on five levels, built from Value Cubes, the building blocks of that value.
From the research
Research-led. Field-tested.
Our research shows buyers fall back on price when uncertainty rises, unless the supplier shows value on more than cost.
Since 2009, we have interviewed more than 500 commercial leaders across Europe, over 40 of them this year. The Future of Selling research is led by Régis Lemmens and 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.
Prof. Dr. Régis Lemmens
Founder · Solvay Brussels School & Antwerp Management School
Builds value propositions and business cases with leadership teams; leads the Future of Selling research.
Prof. Dr. Javier Marcos
Cranfield University · Consultant and trainer
Co-leads the Future of Selling research; specialist in sales management and strategic account management.
Marc Neyrinck
Consultant and trainer
Coaches sales teams to apply value selling in real customer conversations.
How we start
Start small. Build what works.
01
One issue
We focus on one important problem, often a proposition that isn’t delivering.
02
One workshop
A one-day session where your team works on its own case.
03
Six to eight weeks
A few more sessions, only where they add value.
04
Tools that stay
Printed playbooks your people keep using with customers.
