Close the Deal with Value-Based Selling

In this interactive class, we will explore what value is, the mental calculus that customers use to assess value, and how it is tied to the buyers’ perceptions. We will examine the various ways in which value can be created and the different ways we can increase customers’ perceived value of what you bring to the table. The session will use large group discussions and break out mini groups to brainstorm ways that you can communicate enhanced value and grow your business through value statements and unique selling propositions.

Upon completing this class, you will be able to:

  1. Explain the value equation
  2. Identify the ways that value can be created
  3. Apply the knowledge of value and it's elements to enhance communicaiton with prospective clients
  4. Use the value you create for clients to craft a unique selling proposition and value statement


About the Instructor

David Fleming, Ph.D.

David Fleming was born and raised in central Florida and received a bachelor's degree in psychology (2002), MBA in marketing and finance (2005), and Ph.D. in marketing with a focus in sales (2010) from the University of South Florida. He has taught marketing and sales at USF, Eastern Illinois University and Indiana State University. He took over as the director of the Sales and Negotiations Center in the Scott College of Business at Indiana State University in 2015 has grown the program in size and national prominence over the last decade. His focus in research is enhancing salesperson performance and sales training/pedagogy including improving salesperson negotiating ability. He has been the recipient of numerous awards for both teaching and research at the local and national level.