About Us
We simplify value selling for B2B teams and consultants through structured training, consulting, and coaching.
Who We Are
Founded in 2021 by Bob Hultz after 35 years of leading value-selling teams at GE and other Fortune 500 firms. VSI is a team of independent consultants, each with more than 25 years of experience serving industrial clients. We welcome like-minded professionals to join us in advancing our mission of simplifying value selling and sales management.
Our Mission
We help clients achieve sustainable revenue growth by building a value-selling culture anchored in a common sales language. VSI’s experience-based training programs, sales tools, consulting, and coaching equip sales teams with the skills, habits, and techniques to win more business, build stronger customer relationships, and drive profitability.
Our Leadership Team
Bolb Hultz
VSI Founder and President
Bob Hultz is the founder and President of the Value Selling Institute, where he helps B2B organizations build structured, value-based sales processes that drive profitable growth. A former GE executive with over 35 years of experience in industrial water, oil and gas, and technical industries, he has led global sales and general management teams with revenues up to 250 million dollars per year and has successfully turned around multiple business units.
As the architect of VSI’s methodology and author of “Simplifying Value Selling,” and “The Sales Management Blueprint,” Bob has trained and mentored thousands of technical sales professionals worldwide, focusing on practical sales process design, negotiation from the supplier’s perspective, and front-line sales management excellence. He holds a BS in Chemical Engineering from Widener University and continues to advise growth-focused companies as a coach and a consultant.
Thomas R. Bonham
VSI Partner and Consultant
Thomas has worked in the field of professional sales and sales management, going back to 1987. He began as a research scientist in Betz Laboratories and worked his way up through the ranks of several multi-national companies, including BetzDearborn, GE Water, and Solenis.
Thomas has held positions as chemical engineer, sales manager, product manager, sustainability manager, and finally executive. He joined VSI in 2025 and currently makes his home in Coeur D’Alene, Idaho with his wife and two Australian Shepherds.