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SaaS/Software Sales Training Course

  • Designed BY SaaS/Software Sales Professionals FOR SaaS/Software Sales Professionals
  • The Best of Both Worlds—100% online curriculum with or without “Live” delivery by a Certified VBS Trainer/Coach




Designed for SaaS/Software sales professionals by experts in the SaaS/Software market with over 40 years in combined software sales and software marketing expertise.

More than sales training, Value Based Selling is 33 sales best practices embedded in a complete sales methodology that’s customized to your business or organization.

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Over 5,500 sales professionals from throughout the US, Canada, and Europe have completed the VBS workshops, webinars, and training courses.


Optional in-course and on-going sales coaching helps sales people improve their sales proficiency immediately and sustain it into the future year-after-year.


We can use your software/services value-based messaging so salespeople learn to sell your software/services to your personas within your target market(s).

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What’s Different:

  • Measurable Results: The course design and delivery ensures content retention, utilization and the ability to measure the results of your team learning and practicing the 33 VBS Best Practices.
  • Continuous Coaching: Initial and on-going sales coaching by SaaS/Software experts who have years of expertise crafting messaging, training software sales teams, and delivering results, assures sustained sales performance improvement year-over-year.
  • Sustained Results: Participants move beyond “knowing” (head knowledge) to “doing” (executing) the VBS methodology as part of a “Can Do Competency” culture.
  • Fully Customized: Course customization includes a Sales Process Map detailing the integration of 33 VBS best practices/processes into your organization's sales process. It also includes a Value Messaging Knowledgebase of Value Statements and  Value Proposition(s) for each of your products/services.
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Course Content:


SaaS/Software Value Based Sales Training


  • (15) Module curriculum includes 185-page Workbook, 7 Exercises, 5 Role Plays, Quick Reference Guide, and a Uniquely You Buying & Selling Styles Assessment
  • (3) Live 60-minute Forums - Facilitated by a Certified Trainer.
  • (4) Live 60-minute Coaching Sessions - Facilitated by Certified Coaches
  • Optional Services:
    • Course Customization 
    • Sales Coaching
    • (See below for details.)

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Course Customization

(8 - 10 hrs) Research and Course Customizing Services.

VBS experts create a customized Sales Process Map & Product/Service Value Messaging Knowledgebase for your organization.


Sales Coaching

(5) Individual or group Coaching Sessions include:

Exercise review and Role Play execution for those wishing to gain a level of competence in the 33 VBS best practices/processes.

Salesperson Certification

(10 hrs) Gain increased Mastery of the 33 VBS best practices/processes.

Same VBS curriculum with more one-on-one mentoring, time to practice and gain proficiency in the VBS best practice/processes.


Course Outcomes:

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  • Don’t be commoditized! Learn how to create and use value statements and propositions to differentiate you, your software/services, and company.
  • Increase margins by learning how to sell value over price and deliver long-term relationships that increase revenue.
  • Win competitive deals without discounting and/or giving concessions.
  • Learn how to create value and ROI-based proposals and quotes.
  • Establish prospect trust and confidence by “personalizing” your messaging.
  • Learn to discover and align your sales cycle with your prospect’s buying cycle.
  • Learn why qualifying is the key to discovering "value needs" and the appropriate time to close. 
  • Prove the value of your product/service using an issue-solution vs a feature-benefit presentation/demonstration model.
  • Learn to eliminate objections by “pre-empting” and avoiding "plants".
  • Learn to match your closing statement(s) to your prospect’s buying style.

What our clients say

As a sales team, we’ve been able to improve our consultant and salesperson team presentations, shorten our sales cycle by weeks, and in a few cases months. The ability to sell value over price has reduced the number of discounts and price concessions we give thereby increasing margins on almost all sales. We've increased sales between 15% and 35% each of the last 10 years  that we've used VBS.   


We rolled out VBS both internally and to our distribution channel partners. Their excellent coaches delivered useful, powerful content with compelling role-playing exercises.  All in all, VBS is a very important set of skills that we are in the process of integrating into all aspects of our operations.


In our search for a sales force training organization, we initially considered eight organizations that were thoughtfully narrowed to a final four, from which we selected Value Based Selling. Since the implementation of Value Based Selling, to more than 150 sales staff and managers, our order intake has increased by 22%.