helping you define your business value
Let's Solve
The Value Mystery
Why lower the price of your product? Instead of operating a discount default to win business, it’s time to focus on value as a way of demonstrating your capabilities and getting paid what you’re worth.
Simply discounting is not the solution. Help your customers understand the value behind your product or service and align it to their value aspirations.

What I Do
Is your sales team under price pressure, struggling to build strong pipelines, or failing to land real value conversations?
If so, you’re not alone.
Too many sales teams are stuck in product-first selling—talking features and benefits, not focusing on what the customer truly values. The result? Discounting, stalled deals, commoditised offers, and missed targets.
I help sales leaders and their teams move to customer-first, value-based selling—using a practical 5-step Value Sales System that leads to:
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Stronger sales conversations
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Better-qualified opportunities
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Higher win rates and better margins
meet Mike:
Mike Wilkinson
Hi, I'm Mike. I've been an independent consultant since 1988. My work focuses on value, especially Value-based selling. I work with sales teams helping them discover new ways of learning and communicating value, so that money isn’t left on the table, and you are rewarded for the value you deliver.
I have worked with organizations of all sizes, helping them maximise the effectiveness of their sales efforts, both in terms of sales process and skills.
I have delivered training all over the world, speaking regularly at conferences, seminars and meetings with business audiences throughout the UK, Europe, UAE, Dubai, Saudi Arabia, USA, Singapore and Australia.
I have also published three bestselling books on value and am a member of the Institute of Sales and Marketing Management, the Professional Speakers Association (PSA) and the Global Speakers Federation.

Discover Our Books

Value-Based Pricing
Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value

The Challenge Of Value
How to drive up the value of your products and services and make a lot more profit

Seven Challenges Of Value
Discover the secrets of customer value, build your revenue, improve your margin and enjoy a lot more profit
What Our Clients Say?
Create Outstanding Customer Value
and Become More Profitable!
Book a FREE meeting today and see how your business can benefit from the power of value!