Corporate Solutions

Proactive Value Selling

Proactive Value Selling  

Delivered typically as a 2-day in-house customised course to up to 12 attendees.

2-Day Training Course Outline Agenda


The course is aimed at sales people of all experience levels and those within an organisation that support and manage sales, including account managers and pre-sales consultants.

The course was originally designed for and delivered to technology solution providers selling relatively complex software and service solutions into the financial services markets. It has also been successfully delivered to non-technology firms selling outsourced services into the financial markets.

The course aims to improve and refine the sales skills of the participants focusing on being Proactive and understanding the Value that their products and services can deliver to their clients. The specific objectives are to:

• Better understand the value of our solutions to clients
• Identify/Create new opportunities
• Improve competitive wins/avoid competition
• Reduce sales cycle
• Increase sales values
• Make better use of our time and resources
• Improve our standing as a partner and market expert

The course is very interactive with syndicate breakout sessions involved for most topics and several role plays based on real-life examples from the organisations.

The course is delivered by 2 course instructors both with 25+ years of experience of sales and sales management in financial technology and services organisations. Typically it runs over 2 full days but can be expanded into 3 days to provide more detailed coverage of certain aspects or alternatively focussed in on specific elements for a 1-day session.


  • Introduction to Proactive Value Selling - PVS
  • The PVS Scale
  • Generic Value Propositions - Why Do Clients Buy?
  • Sales Cycle Components
  • Territory & Account Planning
  • Prospecting
  • Meeting Structures
  • Role Play
  • Qualification & Strategy
  • Generic Value Proposition 2 What Do We Sell?
  • Specific Value Propositions
  • Political Analysis & Influencing
  • Role Play
  • Handling Issues & Concerns/Closing
  • Negotiation Tips
  • Summary


Who Should Attend

Anybody involved in mid-long sales cycles that wants to improve their effectiveness.


A mixture of interactive theoretical teaching supported heavily by syndicate-based activities and role plays, all customised for the client organisation.


Typically this is a 2-day course. However, the course duration and content can be tailored to suit specific requirements.

Trainer Profile

Ian Chester and Dave Clark are the co-founders of salesClarion a specialist sales consultancy which assists financial service solution providers to better sell their products and services. salesClarion provide a range of sales related services including value-based sales training, prospect reviews and coaching, implementation of sales processes & management and go-to-market initiatives for new companies or solutions.

They both have been sales professionals for more than 25 years in the financial technology sector and have had sales roles at companies including: BIS Banking Systems, TCA Consulting, Misys, Financial Objects, Wall Street Systems, Tieto and Calypso.