Why most sales teams struggle to get paid for the value they create — and the seven points where it breaks down, long before price is ever discussed.
A focused, practical thinking series that walks you through the seven points where value most commonly leaks in B2B sales.
It is not a course full of tactics, scripts, or templates. It is the foundations. Clear, commercial, and directly relevant to real deals.
"If you clicked through to this page, you already recognise something important. Your team creates value, but it is not consistently understood, communicated, or paid for."
Sales leaders who are tired of price pressure, discounting, and commoditisation thinking
Sellers who want stronger value conversations and more confident pricing discussions
Teams who know they do good work but struggle to make the customer see it consistently
Seven challenges, plus a final session that pulls everything together and points you towards the best next step.
Value is defined by the customer, not the seller. Most teams believe they understand their value — what they actually understand is their capability. Until you know how customers define it, you are guessing.
What a customer valued last year may not be what they value today. Situations shift. Comparisons shift. Perceptions shift. Selling on historic value into a changed context is one of the most common causes of price pressure.
Strong value, poorly directed, stalls. In complex sales, you are rarely in the room when the decision is made. Value must be positioned with those who shape opinion, manage risk, and control budget.
Very few offerings are true commodities. Differentiation rarely lives inside the product alone — it lives in the total experience of working with you. But if your team believes you are a commodity, they will behave like one.
Better slides will not fix a weak value case. If value has not been clearly understood, revisited, and aligned with the right stakeholders, no amount of polished messaging will compensate. Precision matters more than persuasion.
A customer's willingness to pay is shaped long before negotiation begins. If the value case is weak going in, no negotiation tactic will save the margin. Getting paid what you are worth is not about being tougher — it is about being clearer.
The value promised in the sales process is judged in delivery. Customers do not separate the two. When experience aligns with promise, trust strengthens. When it does not, every future commercial conversation becomes harder.
The final session pulls everything together. You will pinpoint where value is breaking down in your sales conversations, why price pressure keeps showing up, and what needs attention first — then choose the right next step.
Short, focused sessions you can complete in under an hour total
Every session as a downloadable MP3 so you can listen on the move
One question per session to help you apply the thinking to your world immediately
A comprehensive companion guide covering all seven challenges in depth
Immediate access on purchase. Complete at your own pace.
The Seven Challenges of Value
One-time payment · Lifetime access
Before you buy, two quick notes:
If you are looking for tools, templates, or a structured implementation programme, this is not that. This is the clarity that makes implementation work.
If you recognise these challenges and want a practical step-by-step approach to fixing them, the natural next step after this is the Mastering the Value Challenge programme.
Most people complete the full programme in around an hour. Each session is short and focused — designed to fit around a working day.
Ideally, yes. The seven challenges are linked — each one affects the next. Watching in order gives you the full picture of how value leaks through the sales process.
Both. Salespeople will recognise the day-to-day issues. Leaders will see the systemic causes. It is designed to create a shared language across the team.
You will receive immediate access after purchase. Each session includes video and a downloadable MP3 audio version so you can listen on the move.
If you want team access, drop Mike a note and he will point you to the best option rather than you buying individual licences.
Once you complete the series, you have two clear paths: move into the Mastering the Value Challenge programme (£147) for structured development, or book a short conversation with Mike to talk through what would make the biggest difference in your situation.
If value is not clearly understood, it will be assumed. If assumed, it will not be revisited. If not revisited, it will fail to land with the right stakeholders. If it fails to land, differentiation weakens. When differentiation weakens, communication becomes generic. When communication becomes generic, price pressure increases. And if the value promised is not delivered consistently, trust erodes.
This programme shows you exactly where it breaks — and what to do about it.
Get Started — £49