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
The Value Sales Expert
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.
That’s where I come in.
From Price Pressure to Value Confidence
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.
My focus is on clarity, not complexity. Sellers learn how to:
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Identify opportunities worth winning
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Have stronger discovery conversations
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Communicate value clearly and confidently
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Defend price with conviction
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Build long-term customer relationships based on trust and results
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.
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?
“An instant change in approach”
, Euroclad Group
We engaged Mike to spend some time with our sales team to give them an insight into creating a value proposition and be able to enhance their relationships with customers. Mike has a great approach and works with people to identify where they can improve their business relationships without radically changing what already works for them. He is a great listener and takes the team on a journey with him which is great when working with a team of very experienced professionals who are looking for areas of improvement as opposed to a “teach how to sell” approach. The structure of his courses are manageable and can be worked into daily schedules with the minimum of disruption. We have noticed an instant change in approach from all of those who attended the course and his ongoing support through the 12% club will ensure that the benefits he has brought to us will be embedded and long lasting. I would definitely recommend him and his services if you are looking to enhance the quality of your commercial team.
“Highly Recommend “
, FläktGroup
My team has just completed Mike’s 5 session online value challenge. If you are looking to truly understand your customer’s needs and solve them in a meaningful way, I would highly recommend this and Mike’s methodology and value-based system.
Moved from a Price to a Value Focus
, GN Surveys
I can’t speak highly enough of the training we had with Mike. The 5 online sessions completely changed our approach to sales. Added to the passion we have for our business it has totally disrupted the way we used to sell. We have moved from a price focus to a value focus so now not only are we delivering great customer value – we’re getting paid for it!
“Mastering the Value Challenge”
, Lucideon
In our experience at Lucideon, Mike’s “Mastering the Value Challenge” programme offers an excellent way to access Mike’s unparalleled knowledge on value development and value retention in a simple, bite-sized format that allows people to learn at their own pace and in their own time. Having used Mike’s in-person training expertise on several occasions we find Mastering the Value Challenge is both a great compliment to this and also makes an excellent stand-alone introduction to the mysterious subject of Value.
“Mike’s Commitment To Helping People Really Makes The Difference!”
, Lake Associates
Mike Wilkinson is an inspirational coach/trainer and connects exceptionally well with his groups who respond so well to his style and energy. His commitment to helping people and their teams/companies transfer the skills/concepts from the classroom into the workplace really makes a difference so that real change does actually happen.
I very much respect and enjoy working with Mike whose unending energy is truly contagious.
“As A Pricing Director, It Was Very Useful To See The World In The Sales Force Eyes!”
, CPG Europe
I had the great pleasure to listen to Mike at a big pricing conference in Copenhagen! Mike is a fantastic speaker and combines great story telling with learning insights. For me as pricing director it was very useful to see the world in the sales force eyes. Mike revealed many eye openers for me and I felt motivated and energized!
I really hope to get the opportunity to interact with Mike on more occasions in the near future!
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!