Value-Based Selling and Price Objection Course

Name: Value-Based Selling and Price Objection Handling Training Course
Availability: InStock

Discover buyer outcomes, quantify value, diagnose price resistance, and protect commercial value through structured sales conversations.

Value-Based Selling and Price Objection Course

At a glance

Duration: 5 days
Format: Classroom
Cities: Cairo, Abu Dhabi, Bangkok, Amsterdam, Langkawi, London and more
Next session: 12 – 16 October 2026, Cairo
Average fee: 5,800 €

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Value-Based Selling and Price Objection Handling Training Course

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Overview

Value-Based Selling and Price Objection Handling Training Course is a five-day professional course for sales professionals, account managers, business development teams, and sales leaders who leave with a Value-Based Sales Conversation Plan. Participants discover buyer priorities, frame value hypotheses, quantify business outcomes, build value messages, diagnose price resistance, respond with evidence, set negotiation boundaries, and plan conditional concessions without default discounting. Agile Leaders Training Center develops value-based selling and price objection handling.

Who Should Attend

Sales teams responsible for discovery and value communication
Account teams responsible for defending commercial value
Business-development teams responsible for buyer business cases
Commercial leaders responsible for objection and concession discipline
Managers responsible for coaching value-led sales conversations

The course assumes participants conduct sales conversations or review commercial opportunities and leaves out prospecting, general sales-cycle skills, pricing strategy, key account planning, and standalone negotiation.

Departments and Industries

The course supports departments and industries where sellers must connect buyer outcomes to commercial value and respond to price resistance.

Sales and business-development functions
Account management and commercial operations
Technology and professional-service organizations
Industrial and logistics suppliers
Healthcare and hospitality solution providers

Learning Objectives

By the end of this course, participants will be able to:

Apply value-discovery questions to buyer priorities and problems
Build value hypotheses and quantified outcome statements
Analyze price objections for cause, evidence, and decision criteria
Compare solution value with buyer alternatives and inaction
Evaluate concession requests against negotiation boundaries
Build a Value-Based Sales Conversation Plan

Course Agenda

Day 1: Buyer Priorities and Value Discovery

Buyer Priority Discovery Question Map
Problem Impact Evidence Register
Stakeholder Value Interest Matrix
Current-State and Target-State Gap Sheet
Value Hypothesis Definition Canvas

Day 2: Quantifying and Communicating Value

Business Outcome Quantification Worksheet
Cost-of-Inaction Estimate
Value Evidence Credibility Checklist
Outcome-to-Solution Linkage Map
Value Message Structure

Day 3: Diagnosing Price Objections

Price Objection Cause Classification Grid
Objection Clarification Question Funnel
Budget, Value, and Authority Diagnostic
Competitor Price Comparison Review
Price Resistance Evidence Record

Day 4: Response and Commercial Boundaries

Value Reframing Response Pattern
Price Defense Evidence Sheet
Give-Get Concession Matrix
Walk-Away Boundary Definition
Commercial Response Planning Board

Day 5: Value-Based Sales Conversation Practice

Exercise: Discover Buyer Priorities and Business Impact
Exercise: Build a Quantified Value Message
Exercise: Diagnose and Clarify a Price Objection
Exercise: Respond within Concession Boundaries
Capstone: Value-Based Sales Conversation Plan

Practical Exercises

The course uses suggested activities drawn from technology, professional services, industrial supply, logistics, healthcare, and hospitality.

Suggested activity: convert discovery notes into a buyer-priority map and value hypothesis.
Suggested activity: quantify an outcome and prepare a value message supported by evidence.
Suggested activity: classify a price objection and select clarification questions.
Suggested activity: rehearse a value response, conditional concession, and walk-away boundary.

FAQs

Who suits value-based selling and price objection handling training, and what does it assume?

Sales professionals, account managers, business-development teams, and commercial leaders suit the training; it assumes they conduct or coach buyer conversations involving value and price.

How does value-based selling differ from general sales skills training?

Value-based selling concentrates on buyer outcomes, quantified impact, value evidence, price-objection diagnosis, and commercial boundaries rather than the entire sales cycle.

How should sellers diagnose a price objection?

Sellers should clarify whether the objection concerns budget, perceived value, evidence, authority, timing, alternatives, or negotiation behavior before choosing a response.

How can value-based selling reduce unnecessary discounting?

Value-based selling reduces unnecessary discounting by connecting price to buyer outcomes, documenting evidence, comparing alternatives and inaction, and making any concession conditional on an exchange.

What belongs in a Value-Based Sales Conversation Plan?

A Value-Based Sales Conversation Plan includes buyer priorities, impact evidence, stakeholders, value hypotheses, quantified outcomes, value messages, likely objections, clarification questions, response evidence, concession boundaries, and next steps.

Conclusion

Participants take back a Value-Based Sales Conversation Plan supported by discovery maps, value hypotheses, outcome estimates, objection diagnostics, response patterns, price-defense evidence, and concession boundaries. It changes reactive price defense into a structured discussion of buyer outcomes and commercial choices. The plan helps sellers maintain evidence, consistency, and control when value and price are challenged.

credits: 5 credit per day

Course Mode: full-time

Provider: Agile Leaders Training Center

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Showing 21-40 of 74 events

Location	Dates	Duration	Mode	Price
Zanzibar	Week 53, 2027 3 – 7 January 2027	5 Days	Onsite	€5,500
Dubai	Week 01, 2027 4 – 8 January 2027	5 Days	Onsite	€4,500
Munich	Week 02, 2027 11 – 15 January 2027	5 Days	Onsite	€5,700
London	Week 03, 2027 18 – 22 January 2027	5 Days	Onsite	€5,700
Doha	Week 05, 2027 7 – 11 February 2027	5 Days	Onsite	€5,500
Kuwait	Week 06, 2027 14 – 18 February 2027	5 Days	Onsite	€5,500
Paris	Week 07, 2027 15 – 19 February 2027	5 Days	Onsite	€5,700
Zoom	Week 08, 2027 22 – 26 February 2027	5 Days	Online	€1,500
Milan	Week 08, 2027 22 – 26 February 2027	5 Days	Onsite	€5,700
Tbilisi	Week 10, 2027 8 – 12 March 2027	5 Days	Onsite	€5,000
Abu Dhabi	Week 10, 2027 8 – 12 March 2027	5 Days	Onsite	€4,700
Marbella	Week 10, 2027 14 – 18 March 2027	5 Days	Onsite	€5,700
Dubai	Week 11, 2027 15 – 19 March 2027	5 Days	Onsite	€4,500
Vienna	Week 12, 2027 22 – 26 March 2027	5 Days	Onsite	€5,700
Athens	Week 12, 2027 22 – 26 March 2027	5 Days	Onsite	€6,700
Frankfurt	Week 14, 2027 5 – 9 April 2027	5 Days	Onsite	€5,700
Nairobi	Week 14, 2027 11 – 15 April 2027	5 Days	Onsite	€4,500
Amsterdam	Week 15, 2027 12 – 16 April 2027	5 Days	Onsite	€5,700
Cape town	Week 15, 2027 18 – 22 April 2027	5 Days	Onsite	€4,500
Geneva	Week 17, 2027 2 – 6 May 2027	5 Days	Onsite	€6,200

Frequently asked questions

What does this course cover?

OverviewValue-Based Selling and Price Objection Handling Training Course is a five-day professional course for sales professionals, account managers, business development teams, and sales leaders who leave with a Value-Based Sales Conversation Plan. Participants discover buyer priorities, frame value hypotheses, quantify business outcomes, build value mes…

Are training dates available?

Yes. Available dates and destinations are listed in the course dates section on this page.

How can I register?

Choose an available date on this page and complete the registration form, or send a programme enquiry.

Can I download the course brochure?

Yes. Use the brochure download link provided on this page.

Value-Based Selling and Price Objection Course