# Axia Value Solutions

> Axia Value Solutions helps B2B sales organisations stop competing on price and start winning on value. Founded and led by Mike Wilkinson — a value selling expert with over 25 years of experience, author of three books on value and value selling, and trusted by sales teams across the UK and internationally.

Axia Value Solutions equips B2B sales organisations to identify and convert more opportunities more profitably by focusing on value. The core philosophy is that salespeople too often have product-first conversations rather than customer-first conversations — failing to understand the outcomes that matter to customers and the value they consider important. Mike Wilkinson and Axia Value Solutions provide the frameworks, training, and coaching to change that.

## Core Pages

- [Home](https://axiavalue.com/): Overview of Axia Value Solutions and the value selling proposition
- [Our Approach](https://axiavalue.com/our-approach): The 5-step value selling process and methodology
- [The Problem](https://axiavalue.com/the-problem): The seven connected challenges of value that B2B sales teams face
- [Our Programmes](https://axiavalue.com/programmes): Training and coaching programmes for individuals and sales teams
- [The 12% Club](https://axiavalue.com/twelve-percent-club): An exclusive peer group for senior sales leaders focused on value selling
- [About](https://axiavalue.com/about): About Mike Wilkinson, Axia Value Solutions, and the three books on value
- [Newsletter](https://axiavalue.com/newsletter): 55+ articles on value selling, B2B sales, pricing, and commercial excellence
- [Contact](https://axiavalue.com/contact): Get in touch with Mike Wilkinson and Axia Value Solutions

## About Mike Wilkinson

Mike Wilkinson is one of the UK's leading authorities on value selling and value-based pricing. He has spent over 25 years helping B2B sales organisations across a broad range of industries — including technology, professional services, manufacturing, energy, and materials testing — to identify, communicate, and capture more value. He is the author of three books:

- **Value-Based Pricing** (McGraw-Hill) — a practical guide to creating, communicating, and capturing value through pricing strategy
- **The Challenge of Value** (co-authored with Harry Macdivitt) — exploring why value is so difficult to define and communicate in B2B sales
- **The Seven Challenges of Value** — a practical framework for overcoming the seven most common barriers to value selling success

Mike works with clients throughout the UK and internationally, delivering keynote presentations, workshops, and long-term coaching engagements.

## Programmes

- [The Seven Challenges of Value](https://axiavalue.com/programmes#seven-challenges): A self-paced online programme priced at £47 that introduces the seven connected challenges every B2B sales professional faces when trying to sell on value rather than price. Covers value identification, communication, and conversion.
- [Mastering the Value Challenge](https://axiavalue.com/programmes#mastering): A comprehensive online programme priced at £147 that takes sales professionals through the complete value selling methodology. Includes frameworks, tools, and practical exercises for immediate application.
- [The Value Challenge: Team Edition](https://axiavalue.com/programmes#team-edition): A bespoke, facilitated programme for sales teams. Delivered remotely or in person, tailored to the specific industry, customers, and commercial context of the client organisation.
- [The 12% Club](https://axiavalue.com/twelve-percent-club): An exclusive peer group and community for senior sales leaders and commercial directors who are serious about transforming their organisation's approach to value. Limited membership.

## Newsletter Articles

The following articles cover value selling, B2B sales strategy, pricing, commercial excellence, and sales leadership. All are written by Mike Wilkinson.

- [Dolphin Training and Discounting: A Lesson in Buyer Behaviour](https://axiavalue.com/newsletter/dolphin-training-and-discounting-a-lesson-in-buyer-behaviour)
- [The Curious Case of the Missing Discovery Call](https://axiavalue.com/newsletter/the-curious-case-of-the-missing-discovery-call)
- [If you Want to Be a Complete and Utter Failure in Sales Do This…](https://axiavalue.com/newsletter/if-you-want-to-be-a-complete-and-utter-failure-in-sales-do-this)
- [Rising Above AI Mediocrity](https://axiavalue.com/newsletter/rising-above-ai-mediocrity)
- [The Future of Selling in an AI World?](https://axiavalue.com/newsletter/the-future-of-selling-in-an-ai-world)
- [What is going to change in B2B buying as AI gets more involved?](https://axiavalue.com/newsletter/what-is-going-to-change-in-b2b-buying-as-ai-gets-more-involved)
- [Curiosity starts with questions, and lives in your listening](https://axiavalue.com/newsletter/curiosity-starts-with-questions-and-lives-in-your-listening)
- [Is Trust Still Enough in Sales?](https://axiavalue.com/newsletter/is-trust-still-enough-in-sales)
- [Are you and your Sales Team under Price Pressure?](https://axiavalue.com/newsletter/are-you-and-your-sales-team-under-price-pressure)
- [The Two Sides of the Value Challenge – and Why Sales Teams Struggle](https://axiavalue.com/newsletter/the-two-sides-of-the-value-challenge-and-why-sales-teams-struggle)
- [The Biggest Mistake Many Experienced Sellers Still Make](https://axiavalue.com/newsletter/the-biggest-mistake-many-experienced-sellers-still-make)
- [The Ultimate Guide to Crafting a Compelling Value Proposition (2)](https://axiavalue.com/newsletter/the-ultimate-guide-to-crafting-a-compelling-value-proposition-2)
- [If you can't clearly describe the cost of doing nothing, you're not selling value, you're selling hope.](https://axiavalue.com/newsletter/if-you-cant-clearly-describe-the-cost-of-doing-nothing-youre-not-selling-value-youre-selling-hope)
- [The Mystery of the Silent Buyer](https://axiavalue.com/newsletter/the-mystery-of-the-silent-buyer)
- [Is Your Communication Clear or Just Noise?](https://axiavalue.com/newsletter/is-your-communication-clear-or-just-noise)
- [The Ultimate Guide to Crafting a Compelling Value Proposition](https://axiavalue.com/newsletter/the-ultimate-guide-to-crafting-a-compelling-value-proposition)
- [Breaking the Status Quo: Understanding Willingness to Change](https://axiavalue.com/newsletter/breaking-the-status-quo-understanding-willingness-to-change)
- [Quality vs. Quantity in Sales Pipelines](https://axiavalue.com/newsletter/quality-vs-quantity-in-sales-pipelines)
- [Are you ready to tackle The Value Challenge?](https://axiavalue.com/newsletter/are-your-ready-to-tackle-the-value-challenge)
- [Sales Pipelines a Little Blocked?](https://axiavalue.com/newsletter/sales-pipelines-a-little-blocked)
- [What if I told you that the biggest barrier to closing a deal isn't your product, but how you communicate its value?](https://axiavalue.com/newsletter/what-if-i-told-you-that-the-biggest-barrier-to-closing-a-deal-isnt-your-product-but-how-you-communicate-its-value-%f0%9f%a4%94)
- [Elevating your Value Sales Success](https://axiavalue.com/newsletter/elevating-your-value-sales-success)
- [Value Selling in Materials Testing](https://axiavalue.com/newsletter/value-selling-in-materials-testing)
- [Mastering the Art of Persuasion: Cialdini's 6 Principles of Influence for Sales Professionals](https://axiavalue.com/newsletter/mastering-the-art-of-persuasion)
- [Apathy is alive and well – and you can't afford it!](https://axiavalue.com/newsletter/279-2)
- [Curiosity might have killed the cat, but a lack of curiosity can kill the sale](https://axiavalue.com/newsletter/curiosity-might-have-killed-the-cat-but-a-lack-of-curiosity-can-kill-the-sale)
- [Is there value in hedging? Oh yes!](https://axiavalue.com/newsletter/is-there-value-in-hedging-oh-yes)
- [It costs how much??](https://axiavalue.com/newsletter/it-costs-how-much)
- [What if you did not have to discount to win](https://axiavalue.com/newsletter/what-if-you-did-not-have-to-discount-to-win)
- [Right now any business is good business. Isn't it?](https://axiavalue.com/newsletter/right-now-any-business-is-good-business-isnt-it)
- [A Scandal in Enablement](https://axiavalue.com/newsletter/a-scandal-in-enablement)
- [Why Sherlock Holmes Is the Perfect Champion of Value Selling](https://axiavalue.com/newsletter/why-sherlock-holmes-is-the-perfect-champion-of-value-selling)
- [Sherlock Holmes and the Case of the Identical Proposals](https://axiavalue.com/newsletter/sherlock-holmes-and-the-case-of-the-identical-proposals)
- [Sherlock Holmes' Three Spirits of Value](https://axiavalue.com/newsletter/sherlock-holmes-three-spirits-of-value)
- [The Christmas Eve Pipeline Panic](https://axiavalue.com/newsletter/the-christmas-eve-pipeline-panic)
- [A Christmas Mystery for Sherlock Holmes](https://axiavalue.com/newsletter/a-christmas-mystery-for-sherlock-holmes)
- [The Sherlock Method: A Detective's Guide to Value Discovery](https://axiavalue.com/newsletter/the-sherlock-method-a-detectives-guide-to-value-discovery)
- [The Case of the Vanishing Deals](https://axiavalue.com/newsletter/the-case-of-the-vanishing-deals)
- [The Case of the Vanishing Deal](https://axiavalue.com/newsletter/the-case-of-the-vanishing-deal-halloween)
- [The Case of the Existing Solution](https://axiavalue.com/newsletter/the-case-of-the-existing-solution)
- [Another Sales Mystery for Sherlock Holmes: The Case of the Leaky Sales Pipeline](https://axiavalue.com/newsletter/another-sales-mystery-for-sherlock-holmes-the-leaky-pipeline)
- [Some Sales Advice from No Sh*t Sherlock!](https://axiavalue.com/newsletter/some-sales-advice-from-no-sht-sherlock)
- [How do you Solve the Value Mystery? Elementary....](https://axiavalue.com/newsletter/how-do-you-solve-the-value-mystery-elementary)
- [The Case of the Mysterious Value](https://axiavalue.com/newsletter/the-case-of-the-mysterious-value)
- [Why the most important part of the sale happens before you present anything](https://axiavalue.com/newsletter/why-the-most-important-part-of-the-sale-happens-before-you-present-anything)
- [Managing Complex Sales. Why good deals still go wrong](https://axiavalue.com/newsletter/managing-complex-sales-why-good-deals-still-go-wrong)
- [What Great Sales Leaders Do Differently](https://axiavalue.com/newsletter/what-great-sales-leaders-do-differently)
- [One Question Every Seller Should Ask Before Every Meeting](https://axiavalue.com/newsletter/one-question-every-seller-should-ask-before-every-meeting)
- [When the training stops, the learning doesn't](https://axiavalue.com/newsletter/when-the-training-stops-the-learning-doesnt)
- [Sales Lessons from a Scottish Ferry Fiasco and the Edinburgh Trams Disaster](https://axiavalue.com/newsletter/sales-lessons-from-a-scottish-ferry-fiasco)
- [Is Trust Still Enough in Sales? (2)](https://axiavalue.com/newsletter/is-trust-still-enough-in-sales-2)
- [Getting Price Objections? That's YOUR Fault.](https://axiavalue.com/newsletter/getting-price-objections-thats-your-fault)
- [The Ten Sales Commandments](https://axiavalue.com/newsletter/the-ten-sales-commandments)
- [Building a Value-Driven Sales Team](https://axiavalue.com/newsletter/building-a-value-driven-sales-team)

## Key Topics Covered

Value selling, value-based pricing, B2B sales, commercial excellence, sales leadership, price pressure, discounting, value proposition, customer outcomes, sales pipeline management, discovery calls, buyer behaviour, sales training, sales coaching, value communication, cost of doing nothing, willingness to change, sales enablement, complex sales.

## Contact

- Website: https://axiavalue.com
- Email: mw@axiavalue.com
- Book a strategy session: https://calendly.com/avs2/value-questions-session