Simplifying Value Selling
A structured process to help B2B sales teams sell with clarity, value, and purpose—no gimmicks, no guesswork. From the Value Selling Institute.
Building Teams That Sell on Value, Not Price
Founded by Bob Hultz, the Value Selling Institute (VSI) is grounded in over 35 years of real-world B2B industrial selling experience and is designed to be taught, coached, and facilitated consistently across sales organizations.
Build a Common Sales Language
Create a Repeatable, Easy-to-Follow Sales Process
Develop Sales Managers Who Coach, Mentor, and Develop Their Teams
Empower Teams to Sell on Value, Not Price
Improve Win Rates and Protect Margin Based on Value
Scale Training Through Certified VSI Facilitators
The VSI Sales Process Roadmap
The VSI Sales Process Roadmap illustrates a simple, repeatable six-step framework that guides sellers from prospecting to execution while creating consistency, clarity, and measurable results.
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The VSI 10: The Core Disciplines of Value Selling
The VSI 10 defines the essential disciplines required for value-based selling success, from prospecting with purpose to executing flawlessly after the sale.
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Target Ideal Prospects through warm leads and network partners. Once identified, define a Single Sales Objective (SSO) for each prospect to guide every interaction.
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Ensure prospects Know, Like, and Trust you and your organization. KLT is the foundation for discovery, influence, and closing.
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Use VSI Customer Qualification Formula: (BANT) + (KLT × 2) + Customer Engagement. Invest only in opportunities with real authority, need, timing, and commitment.
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Use Need Gap Analysis to expose the deeper drivers behind surface requests. Understand financial, operational, compliance, and personal motives.
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Show what your solution IS, what it DOES, and what it MEANS in measurable business terms.
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Identify every player from the economic buyer to hidden influencers. Winning complex sales requires navigating the full decision-making web.
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Your toughest competitor is often inertia. Quantify the Cost of Doing Nothing to create urgency and position ROI.
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Answer the customer’s final questions: How much, How soon, How sure. Doing the MATH monetizes value and drives confident decisions.
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Create your Deal P&L and BATNA with your costs and the customer’s perceived value of the Alternate and Elegant Negotiables.
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Reinforce and transfer KLT by leading a Transition Meeting to ensure promises are delivered.
Statistics on the Impact of Sales Training
28%
Organizations that follow all three of the below see an increase of 28% vs those who do not.
18%
Organizations with a formal sales process see an 18% increase in revenue.
11%
Sales People who spend 3 hours per month an increase of 11%
9%
Trained Salespeople see a revenue increase of 9%
Source: Sales Management Association