The people
behind the value.
Axia Value was built on one conviction: that most B2B sales organisations are leaving significant margin on the table — not because of poor products, but because of poor value communication. Meet the people who are changing that.
When you work with Axia Value,
you work with Mike.
I've spent my career helping sellers win back something too many have lost — belief in the value they bring. I work with sales teams who are technically strong, hardworking, and proud of what they do — but frustrated that customers often can't see the difference. They're tired of price pressure. Tired of being treated like commodities. Tired of watching deals come down to discounts instead of genuine decisions based on value.
Mike Wilkinson
The Value Sales Expert
Global reach & credentials
- Delivered value training across UK, Europe, UAE, USA, Singapore & Australia
- Regular speaker at international pricing and sales conferences
- Author of three bestselling books on value selling
- Past member: ISMM, Professional Speakers Association & Global Speakers Federation
"My focus is on clarity, not complexity."
I help people think differently about how they sell — and more importantly, about why customers buy. My 5-Step Value Sales Process and The Value Challenge Framework are designed to make value selling practical, usable, and real.
It's a structured approach, but it's not a script. It's about giving sellers the tools and mindset to take control of the value conversation — and the confidence to hold their ground when price pressure hits.
Sellers I work with learn how to:
- Identify opportunities worth winning
- Have stronger discovery conversations
- Communicate value clearly and confidently
- Defend price with conviction
- Build long-term customer relationships based on trust and results
Ready to see whether Axia Value is the right fit for your team?
Book a free 30-minute conversation with Mike. No pitch, no obligation — just an honest discussion about your commercial challenges and whether there is a fit.
Three books. One commercial mission.
Mike Wilkinson has co-authored three books on value and value selling, published by McGraw-Hill and Abramis. Together they form a complete commercial library for anyone serious about understanding, communicating and capturing customer value.
Value-Based Pricing
Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value
Harry Macdivitt & Mike Wilkinson
Identifies the three basic elements of the Value Triad© — Revenue Gain, Cost Reduction, and Emotional Contribution — and shows you how to create, communicate, and capture customer value through marketing, selling, negotiation and pricing.
"This is one of the best texts on this topic I have run up against so far. A must-have reference for sales and marketing organisations as well as CEOs."
The Challenge of Value
How to Drive Up the Value of Your Products and Services and Make a Lot More Profit!
Harry Macdivitt & Mike Wilkinson
A practical guide to understanding your customer, your competition, and the monetary and emotional value of your differentiators — then constructing a Value Proposition that clearly explains the differentiated value you bring.
"The contents of this book are at the very heart of understanding value. Extremely helpful for readers wishing to understand and implement value in their own organisations."
The Seven Challenges of Value
Discover the Secrets of Customer Value, Build Your Revenue, Improve Your Margin and Enjoy a Lot More Profit
Mike Wilkinson & Harry Macdivitt
Guides you through the key steps to understanding, creating and delivering outstanding Customer Value — from the Value Sales Process to the creation of your Value Proposition.
"This book takes a very pragmatic and concrete view on how to go about this in reality. This has become mandatory reading for all my sales team."
Ready to stop
competing on price?
If your team is losing deals to inferior competitors or giving away margin to get contracts signed, it is time to change the conversation. Let's discuss how to build a sales organisation that commands its true value.
No sales pitch. No obligation. A direct conversation about your commercial challenges.