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VBS Training

How to Enable Value-Based Training in High-Touch Technology Sales Organizations

Val Kucherenko avatar
Written by Val Kucherenko
Updated yesterday

In today’s enterprise sales environment—especially for high-touch, consultative solutions—Value-Based Selling (VBS) is no longer a "nice-to-have." It’s a strategic advantage. Buyers expect sellers to connect the dots between technical capabilities and business outcomes, especially when large investments and cross-functional stakeholders are involved.

To win consistently, high-touch technology sales teams must not only adopt value selling—they need to embed it into training, tooling, and culture.

Here’s how to enable Value-Based Training in complex tech sales organizations:


🎯 1. Start with a Clear Definition of Value

Before training begins, ensure your team has a shared language around value:

  • Customer-centric value = measurable business impact

  • Value drivers = metrics tied to revenue growth, cost savings, or risk reduction

  • Outcome > feature = what the solution enables, not what it does

📌 Tip: Use customer examples that quantify outcomes (e.g., “$1.2M saved via automation” vs. “faster processing time”).


🛠️ 2. Integrate Value Tools into the Sales Process

Training alone isn’t enough. Equip your team with tools they can use in real conversations:

  • ROI calculators

  • Industry benchmarks

  • Customer-facing one-pagers

  • Executive summary templates

Platforms like ValueViewpoint allow sellers to generate tailored ROI stories and value narratives without spreadsheets—greatly increasing adoption.

🧠 People remember what they apply. Make value tools a default part of discovery, proposals, and QBRs.


🧑‍🏫 3. Make It Role-Specific

Not everyone needs to become a value engineer. Tailor training to each role:

Role

Focus

SDRs/BDRs

Speak to value in outreach; use role-specific hooks

AEs

Tie business challenges to measurable outcomes

SEs

Align solution capabilities with value levers

CSMs

Reinforce delivered value post-sale; upsell based on outcomes


🧩 4. Use Real Deal Examples

Leverage successful closed-won deals to reverse-engineer how value was positioned:

  • What KPIs mattered to the buyer?

  • What pain points were quantified?

  • What story won the executive team?

Turn these into training modules, "Value Playbooks," or deal win reviews.


📈 5. Measure What Matters

You can’t improve what you don’t track. Use KPIs like:

  • % of opportunities with value narrative attached

  • Deal velocity by stage (value-enabled vs. not)

  • Win rates by vertical after value training

  • Adoption rate of ROI tools or platforms

Use this data to refine training over time and highlight internal champions.


🚀 6. Reinforce Continuously

Value-based training isn’t a one-time event. Reinforce it with:

  • Weekly value clinics or "deal labs"

  • Peer-reviewed proposals and ROI models

  • Real-time feedback in the CRM or enablement platform

And most importantly, make value-selling wins visible—celebrate reps who closed on outcomes, not just features.


🔚 Final Thought

In high-touch tech sales, buyers want to know: “Why now? Why you? Why this investment?”

When sellers are trained to articulate business value, supported by tools like ValueViewpoint, they don’t just sell—they become strategic advisors.

And that’s where real enterprise growth begins.

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