Axia Value Solutions
Mastering Value and Value Selling
For over 25 years, Mike Wilkinson has been at the forefront of helping sales teams master the art of value and value selling. With a wealth of experience spanning various sectors, including manufacturing, engineering, pharma, and tech, Mike has trained and coached teams worldwide to rethink their sales strategies and uncover what customers truly value.
Mike is the co-author of three influential books on value:
- Value-Based Pricing (McGraw-Hill)
- The Value Challenge (Abramis)
- The Seven Challenges of Value (Abramis)
Throughout his career, Mike has had the privilege of training global sales teams from renowned companies such as Akzo Nobel, Frost & Sullivan, Alstom Power, QuakerHoughton, Air Products, and St Gobain. His dedication and expertise have earned him several industry training awards.
At the core of Mike’s approach is the Value Challenge Framework™, a practical, six-part system designed to help sales teams shift their mindset, master the value conversation, and win deals without resorting to discounts. Central to this framework are the Seven Challenges of Value – the hidden issues that quietly erode margins and stall deals. By addressing these challenges, Mike equips teams with the skills, tools, and confidence to create, communicate, and defend value more effectively.
What Mike says about ValueNavigator™
“As someone who has spent decades helping organizations understand, communicate, and deliver outstanding customer value, I know that true value selling is a journey—one that demands rigor, structure, and the right tools at every stage. ValueNavigator stands out as a game-changer for sales professionals committed to selling on value rather than price.
From Discovery to Delivery: How ValueNavigator Empowers Value Selling
- Discovery: ValueNavigator enables sales teams to uncover what truly matters to customers. Its intuitive interface guides users through meaningful, impact-driven questions, ensuring that every conversation starts with the customer’s unique needs and aspirations at the forefront.
- Business Case Development: The platform makes it easy to build persuasive, personalized business cases in minutes. By quantifying value and financial impact, ValueNavigator gives both sellers and buyers the confidence to move forward, knowing the solution is justified and compelling.
- Negotiation: With clear, data-backed value propositions, sellers are empowered to defend their pricing and avoid unnecessary discounting. ValueNavigator arms you with the evidence needed to demonstrate that your solution is worth every penny—transforming negotiations from price haggling to value realization.
- Delivery and Ongoing Value: Value selling doesn’t end with a signed contract. ValueNavigator provides a framework for tracking and reinforcing delivered value, ensuring that customers see the promised outcomes and are eager to continue the partnership.
In My Experience
Having seen countless tools and methodologies, I can confidently say that ValueNavigator supports the entire value-selling process. It helps sales teams:
- Shift from product-first to customer-first conversations
- Build trust and credibility with robust business cases
- Defend pricing with confidence
- Ensure value is delivered and recognized throughout the customer lifecycle
If you want to transform your sales approach and get paid what your solutions are truly worth, ValueNavigator is the tool to make it happen.”