Our Programmes

From understanding value
to selling it consistently.

Whether you are taking your first steps into value selling or looking to transform the way your entire team operates, there is a programme designed for where you are and where you want to get to.

Programme 1 · Self-Paced Online

The Seven Challenges of Value

Understand why value is so difficult to sell, and what to do about it.

Most salespeople know they should be selling value, not price. The problem is that value is often misunderstood, poorly discovered, weakly communicated and rarely reinforced after the sale.

The Seven Challenges of Value gives you a clear, practical introduction to the biggest issues that get in the way of effective value selling.

Across eight short sessions, you will explore the core challenges every seller and sales leader needs to understand — from defining value through the customer's eyes, to differentiating in ways customers genuinely care about, communicating value more effectively, and making sure the value promised is actually delivered.

This is the ideal starting point if you want to sharpen your thinking, challenge your current approach and begin moving away from product-first and price-led sales conversations.

Best for

Salespeople, business owners and sales leaders who want a practical, affordable introduction to value selling.

Professional taking notes while learning online

Investment

£47

+ VAT · Lifetime access · Self-paced

Start with the Seven Challenges

Not sure? Book a free 30-min conversation with Mike first.

"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!"

Gary Nel

Managing Director — GN Surveys

Programme 2 · 18-Module Online

Mastering the Value Challenge

Build the confidence, structure and skills to sell value more effectively.

Knowing that value matters is one thing. Being able to uncover it, shape the conversation around it and communicate it persuasively is something else entirely.

Mastering the Value Challenge is an 18-module online programme designed to take you deeper into the principles and practice of value selling.

You will learn how to move beyond product-first conversations, understand what value really means to different customers, ask better discovery questions, identify the issues that matter most, demonstrate your value more clearly and reduce the pressure to discount.

This programme gives you a practical framework for improving the quality of your sales conversations, strengthening your value proposition and helping customers make better decisions.

It is ideal if you are ready to move from understanding the challenge to building the habits, tools and confidence needed to sell value consistently.

Best for

Salespeople, consultants, business owners and sales leaders who want a more complete self-paced programme for improving value selling capability.

Team reviewing data and charts together

Investment

£147

+ VAT · Lifetime access · Self-paced

Sign up to Master the Value Challenge now

Not sure? Book a free 30-min conversation with Mike first.

"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."

Noor Ali

Group Business Development Director — Lucideon

Programme 3 · Blended Learning

The Value Challenge: Team Edition

Transform the way your sales team discovers, demonstrates and delivers value.

If your sales team is under price pressure, struggling to differentiate, losing deals to no decision, or relying too heavily on product features, the issue is rarely effort. It is usually the quality of the sales conversation.

The Value Challenge: Team Edition is a blended learning programme designed to help sales teams move from product-first selling to customer-first, value-led conversations.

The programme combines four focused online sessions, one practical face-to-face day and ongoing reinforcement through the 12% Club. This means your team does not just learn the principles of value selling — they practise them, apply them to real opportunities and continue developing the behaviours that make a difference.

Your team will learn how to assess opportunities more effectively, discover what customers truly value, demonstrate your difference in terms that matter, protect margins, and build stronger customer relationships by delivering the value promised.

Because every sales team is different, the Team Edition can be shaped around your market, your sales challenges, your people and your strategic priorities.

Best for

Sales leaders who want to improve sales conversations, increase conversion, protect margin and build a more value-led sales culture.

Diverse sales team in an engaged meeting

Tailored to your team

Pricing is shaped around your team size, sector and strategic priorities. Book a conversation to explore what the right fit looks like for your organisation.

Book a conversation and transform your sales team

"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."

Gavin Power

Sales Director — Fläkt Group Ireland Ltd

Ongoing Development · Monthly

The 12% Club

Turn value selling from training into consistent sales behaviour.

Most sales training creates a burst of enthusiasm. Then people get busy, old habits return and the quality of sales conversations drifts back to where it was before.

The 12% Club is designed to stop that happening.

It is an ongoing development programme for sales teams who want to keep improving the quality of their customer conversations, strengthen their value selling habits and make sure the learning from The Value Challenge turns into measurable sales behaviour.

Each month, your team comes together for a focused 2-hour session built around real opportunities, real conversations and real progress. The emphasis is practical: deal reviews, win/loss reviews, coaching conversations, value selling refreshers and clear commitments to action.

The name comes from a stark reality: too few sales meetings create real value for the customer. The 12% Club exists to help your team become the exception.

It gives salespeople the structure, accountability and support they need to keep practising, keep learning and keep improving — long after the initial training has finished.

Best for

Sales leaders who want to reinforce value selling, improve deal quality, support better coaching and build lasting behaviour change across the team.

Colleagues celebrating progress together

Tailored to your team

Monthly investment for your team — get in touch to discuss.

Book a conversation and sustain your sales momentum

"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 Mike and his services."

David Ballach

Sales Director — Euroclad Group

Common Questions

Programmes & Training — Frequently Asked Questions

Everything you need to know about working with Axia Value and what to expect from our programmes.

Value selling is a customer-first approach to sales in which the conversation focuses on the outcomes and results that matter to the customer, rather than on product features or price. It matters because buyers are increasingly sophisticated and resistant to feature-led pitches. When salespeople can articulate the specific commercial and operational value their solution delivers — in terms the customer recognises and cares about — they win more often, at better margins, and with stronger customer relationships. Research consistently shows that fewer than one in eight sales meetings creates genuine value for the customer; value selling exists to change that ratio.
The most common reason is that salespeople default to product-first conversations because they feel confident talking about features and specifications. But customers do not buy products — they buy outcomes. When salespeople have not been trained to discover what outcomes matter most to a specific customer, they fill the gap with product information, which inevitably leads to price comparisons and pressure to discount. A second reason is that value is often poorly defined internally: if the sales team cannot agree on what value means in their market, they cannot communicate it consistently or credibly to customers.
Consultative selling is about asking good questions and understanding the customer's situation before proposing a solution. Value selling goes further: it focuses specifically on quantifying and communicating the commercial impact of the solution in terms the customer values. A consultative seller might understand the problem well; a value seller can also articulate why their solution is worth the investment, demonstrate the difference between options, and protect margin by anchoring the conversation on value rather than price. The two approaches are complementary — consultative discovery is a foundation for effective value communication.
Clients who invest in value selling training typically see improvements across several commercial metrics: higher conversion rates on qualified opportunities, reduced price pressure and fewer discounting requests, stronger pipeline quality as the team focuses on opportunities where they can genuinely differentiate, and improved customer satisfaction because expectations are set and met more clearly. The specific results depend on the starting point, the quality of implementation, and how well the learning is reinforced after training. Clients who combine initial training with ongoing reinforcement — such as through the 12% Club — tend to see the most sustained improvement.
Some salespeople see immediate improvements in the quality of their customer conversations after completing even a short programme like The Seven Challenges of Value. Broader commercial results — measurable improvements in win rates, average deal value, or margin — typically become visible over a three-to-six month period as new behaviours become consistent habits. The key variable is reinforcement: training that is followed up with coaching, deal reviews, and practical application produces lasting results far more reliably than a one-off event.
Yes, and this is particularly important for the team-based programmes. Every industry has its own language, buying dynamics, competitive pressures, and value drivers. When working with a specific team, I customise the content, examples, and exercises to reflect the market they operate in — whether that is technology, professional services, manufacturing, energy, healthcare, or another sector. For the self-paced online programmes, the core frameworks are designed to be universally applicable, and I include guidance on how to adapt each concept to different industry contexts.
Yes. Over more than 25 years I have worked with clients across Europe, North America, the Middle East, and Asia-Pacific. Online delivery has made geography entirely irrelevant for most programmes. The Value Challenge: Team Edition can be delivered fully online for distributed or international sales teams, and the self-paced courses are accessible from anywhere in the world. Where face-to-face delivery is preferred for the team programme, travel can be arranged.
Absolutely. All programmes can be delivered fully online via video conferencing platforms, and the blended learning format of The Value Challenge: Team Edition is specifically designed to work well in a remote or hybrid environment. The online sessions are structured to be interactive and practical, not passive webinars. For distributed teams, remote delivery often works better than a single in-person event because it allows the learning to be spread over time, giving participants the opportunity to apply concepts between sessions and bring real examples back to the group.
The easiest starting point is to book a no-obligation 30-minute strategy session with Mike. In that conversation, you will get a clear view of which programme best fits your situation, what to expect from the investment, and what the implementation would look like for your team. Alternatively, you can begin immediately with one of the self-paced online courses — The Seven Challenges of Value at £47 is an ideal first step for individuals who want to explore the approach before committing to a team programme.
Programmes range from £47 plus VAT for the self-paced Seven Challenges of Value introduction course to £147 plus VAT for the more comprehensive Mastering the Value Challenge online programme. The Value Challenge: Team Edition and the 12% Club ongoing development programme are priced based on team size, scope, and the level of customisation required. All prices are designed to deliver a clear return on investment — a single deal won at full margin rather than discounted typically covers the cost of the programme many times over.
The 12% Club is an ongoing monthly development programme for sales teams who want to turn value selling from a training event into a consistent sales behaviour. The name reflects a stark reality: research suggests that fewer than 12% of sales meetings create genuine value for the customer. The programme is designed to help sales teams become the exception. Each month, participants join a focused two-hour session built around real opportunities, deal reviews, win/loss analysis, and practical value selling application. It is designed for sales leaders who have completed initial value selling training and want to sustain and deepen the impact over time.
Reading one of the books — Value-Based Pricing, The Challenge of Value, or The Seven Challenges of Value — is an excellent foundation. The best next step depends on what you want to achieve. If you are an individual looking to develop your own skills, the self-paced online courses provide a structured, practical way to apply the concepts. If you lead a sales team and want to improve performance across the group, a strategy session with Mike will help you identify the highest-impact starting point for your specific situation. The books provide the 'what and why'; the programmes provide the 'how'.
Clients across a wide range of industries have reported measurable improvements following value selling training. These include significant increases in conversion rates on qualified opportunities, reductions in average discount levels, improvements in pipeline quality as teams focus on opportunities where they can genuinely differentiate, and stronger customer satisfaction scores. Specific case studies and testimonials are available on request — please get in touch to discuss examples relevant to your industry and sales environment.
Yes — in fact, experienced salespeople often benefit most. Those with years of sales experience have typically developed strong product knowledge and relationship skills, but may have fallen into habits of leading with features or defaulting to price under pressure. Value selling training gives experienced salespeople a structured framework and new language for conversations they have been having for years, often producing rapid and significant improvements in the quality of those conversations and the commercial outcomes that follow.
Yes. Ongoing support is built into the approach rather than being an optional add-on. The 12% Club provides monthly group development sessions that reinforce value selling habits, support deal coaching, and keep the learning alive long after initial training. For team programmes, follow-up coaching sessions can be included as part of the programme design. The goal is always sustainable behaviour change, not a one-off training event — and that requires ongoing reinforcement, accountability, and practice.
The Seven Challenges of Value is a self-paced online course that provides a clear, practical introduction to the most common obstacles that prevent effective value selling. Delivered across eight short sessions, the programme explores how value is defined, discovered, communicated, and reinforced — and why so many sales conversations default to price instead. It is designed to challenge your current thinking, give you a practical framework for improvement, and equip you with the language and tools to begin having better customer conversations immediately. The course is priced at £47 plus VAT and includes lifetime access.
The course is designed for salespeople, business owners, and sales leaders who want an affordable, accessible introduction to value selling. It is particularly well suited to those who are new to value-based approaches, those who feel under consistent price pressure, and those who want to understand the framework before investing in a more comprehensive programme. It is also a useful refresher for experienced salespeople who want to sharpen their thinking and challenge assumptions about how they currently sell.
The programme is structured across eight short sessions, designed to be completed at your own pace. Most participants complete the course over one to two weeks, spending approximately 30 to 45 minutes per session. Because access is for life, you can revisit any session at any time — which is particularly valuable when you encounter a specific challenge in a real sales situation and want to refresh your thinking.
After completing the programme, you will have a clear understanding of why value selling is difficult and what specifically gets in the way. You will be able to define value from the customer's perspective rather than your own, identify the most common mistakes in value communication, and begin applying a practical framework to improve your sales conversations. Many participants report that the programme fundamentally changes the way they think about customer conversations — shifting from product-first to outcome-first thinking.
Mastering the Value Challenge is an 18-module self-paced online programme that builds on the foundations introduced in The Seven Challenges of Value. It provides a comprehensive, structured approach to developing value selling capability — covering how to assess opportunities more effectively, discover what customers truly value, build a compelling value proposition, communicate your difference in ways that matter, and protect margin under price pressure. The programme is priced at £147 plus VAT and includes lifetime access.
The Seven Challenges of Value is an introduction — it identifies the problems and provides an initial framework. Mastering the Value Challenge goes much further: it is a comprehensive 18-module programme that gives you the tools, techniques, and practice needed to apply value selling consistently across your sales process. If The Seven Challenges gives you the map, Mastering the Value Challenge gives you the capability to navigate it confidently in real sales situations.
The programme is designed for salespeople, consultants, business owners, and sales leaders who want a more complete and structured development experience. It is particularly well suited to those who have already explored the Seven Challenges framework and are ready to build the habits, tools, and confidence needed to sell value consistently. It is also appropriate for sales leaders who want a comprehensive self-study resource they can recommend to their team.
The 18-module programme covers the full value selling process: understanding how customers define and perceive value, assessing and qualifying opportunities through a value lens, discovering the outcomes that matter most to specific customers, building and communicating a differentiated value proposition, handling price objections and protecting margin, and reinforcing value after the sale to strengthen the customer relationship. Each module combines conceptual frameworks with practical tools and exercises designed to be applied immediately in real sales situations.
The Value Challenge: Team Edition is a blended learning programme designed to transform the way a sales team discovers, demonstrates, and delivers value. It combines four focused online sessions with one practical face-to-face day and ongoing reinforcement through the 12% Club. The programme is fully customised to the team's market, sales challenges, and strategic priorities — making it a genuinely tailored development experience rather than an off-the-shelf training course.
The programme includes four structured online learning sessions covering the core value selling framework, one practical face-to-face workshop day focused on applying the learning to real opportunities and customer situations, and ongoing reinforcement through the 12% Club monthly development sessions. The content is customised to reflect the team's specific market, competitive environment, and sales challenges. The blended format is designed to maximise both learning and practical application.
The programme is typically delivered over a period of six to twelve weeks, depending on the team's schedule and the level of customisation required. The four online sessions are usually scheduled two to three weeks apart to allow participants time to apply the learning between sessions. The face-to-face day is typically held towards the end of the programme, once the team has built a shared understanding of the framework. Ongoing 12% Club sessions then continue monthly.
The programme works best with sales teams of between six and twenty participants, though it can be adapted for larger groups. For very large sales organisations, the programme can be delivered in cohorts to maintain the quality of interaction and practical application. The team-based format is a core part of the value: participants learn from each other's experiences, apply the framework to shared customer situations, and build a common language for value selling across the team.
Pricing for the Team Edition is based on team size, the level of customisation required, and the scope of the programme. Because every team is different, the investment is discussed and agreed during an initial strategy conversation. The starting point is always a no-obligation 30-minute call to understand the team's situation, challenges, and goals — from which a clear proposal can be developed.
The 12% Club is an ongoing monthly development programme for sales teams who want to embed value selling as a consistent habit rather than a one-off training event. Each month, participants join a focused two-hour session that combines deal reviews, win/loss analysis, value selling refreshers, and practical coaching conversations. The programme is designed to provide the structure, accountability, and ongoing practice that sustains and deepens value selling capability long after initial training.
The name reflects a striking finding from sales research: fewer than 12% of sales meetings are rated by customers as genuinely valuable. The vast majority of sales conversations fail to create real value for the customer — they are product pitches, feature demonstrations, or price negotiations that leave the customer no better informed about the outcomes they care about. The 12% Club exists to help sales teams become the exception: to be among the small minority of salespeople whose conversations customers genuinely value and remember.
The 12% Club is designed for sales leaders and their teams who have completed initial value selling training and want to sustain and deepen the impact over time. It is particularly valuable for teams who have completed The Value Challenge: Team Edition and want ongoing reinforcement, coaching, and accountability. It is also appropriate for sales leaders who want a structured monthly forum for improving the quality of their team's customer conversations and deal reviews.
Each month, the team joins a focused two-hour online session facilitated by Mike Wilkinson. Sessions are built around real opportunities and real conversations from within the team — not hypothetical case studies. Typical session elements include a deal review or win/loss analysis, a focused value selling skill refresher, coaching on a specific challenge the team is facing, and clear commitments to action before the next session. The practical, applied format means every session produces immediate, usable insights.
The 12% Club is most effective for teams who already have a shared understanding of the value selling framework — typically through The Value Challenge: Team Edition or the self-paced online courses. However, if your team has prior value selling training from another source, or if your sales leader has a strong value selling background, it is possible to join the 12% Club directly. An initial conversation with Mike will quickly establish whether the team is ready to benefit from the programme.

Not ready to commit yet?

Start with the free checklist

Before investing in a programme, use The Ultimate Value Selling Checklist to identify exactly where your value selling needs to improve. 48 scored statements across 5 sections — free to download.

Download Free Checklist

No payment required. Instant download.

Not sure where to start?

Book a no-obligation conversation with Mike. In 30 minutes, you will have a clear view of which programme best fits your situation and what to expect.

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