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Capturing Value: How to Win at a Higher Price, Defend Your Margin, and Deliver Value

Time: 1 day workshop
Audience: All sales organizations


One of the primary reasons to create Level 4 Value and Build Consensus is to differentiate your offering and prevent from being commoditized. This workshop focuses on how to create a level of value throughout the sales process that allows you to defend the investment necessary to produce the promised results.



  • How to create value through the sales process and set up a defense of the necessary investment.
  • Justify and provide proof of the value you create, identify client risks, and build a case for value.
  • Identify and defend against common purchasing and negotiating tactics.
  • Negotiate to capture a fair portion of the value that you create and ensure that you deliver the promised results.