Selling Value, Not Price

Selling Value Not Price_Page_01


What's wrong? The strategies are sound. The management consultants' reports are thorough and compelling. The products are differentiated.

The marketing materials communicate the value clearly. The PowerPoint® presentations are stunning. The sales meetings are motivational. The sales team's account plans are complete.

And yet in company after company, the investments in creating customer value don't translate into expected results.


Every day, sales leaders announce go-to-market strategies designed to improve bottom-line performance. These initiatives, often launched with great fanfare, include:

  • Price increases
  • Margin optimization programs aimed at reducing discounting and costly giveaways throughout the sales and service cycle
  • Launches of new, premium-priced solutions
  • Introduction of new multi-step sales process models
  • New and better contracting processes
  • Initiatives to speed up sales "cycle time" from first contact to close of business.

Unfortunately, management often discovers that launching a new strategy is not the same as implementing it successfully.  Discover six keys to effectively execute your corporate sales strategy.

Read our case studies:

Chemicals Industry Case Study

As one of the world’s leading global materials manufacturers, this client’s strategic goal was to maintain and grow profitability in the face of rising raw material costs, demanding customers, and constant competitive threats to profitable business – at the same time it needed to ask customers to accept price increases.

Chemicals Industry Case Study

Food & Agriculture Case Study

One of the top five privately held corporations in North America, this company faced an increasingly competitive and commoditized marketplace. Challenged to produce consistent and incremental profitability in its sales operations, management approached RED BEAR Negotiation to help increase overall business performance by closing more new business, improving account retention, and expanding the entire scope of services delivered to existing and prospective accounts—while increasing account profit margins.

Food & Agriculture Industry Case Study

Industrial Manufacturing Case Study

RED BEAR Negotiation was approached by a major player in the packaging and container industry to help build market share and profitability in the face of continuing pressures of declining prices, competition, and commoditization. The goal was to attain better results by enabling the sales organization to revisit price pressure and change the sales dialogue from price and commoditization to value and solutions in order to:

  • Capture greater share of wallet, and
  • Achieve critical revenue and profitability goals and meet Wall Street expectations
Industrial Manufacturing Industry Case Study

Computer Software Case Study

RED BEAR was approached by a global leader in collaborative software facing flat sales performance and stagnant earnings growth. New sales leadership was determined to shift its distribution focus—both direct sales and reseller partners—from selling transactional point products to building strategic relationships characterized by enterprise-wide product and service solutions. Dramatic changes were needed to attain the goals of:

  • More strategic customer relationships (and more million-dollar deals).
  • Improved close ratios and revenue predictability.
  • Greater overall sales force productivity.
Computer Software Industry Case Study

Energy & Chemicals Case Study

This Fortune 1000 company with its unique mix of chemical business lines believed it could produce superior sales results through disciplined execution of the right strategies and activities. They asked RED BEAR Negotiation to help them achieve incremental profitability and sales growth by instilling a new sales execution discipline that would help them capture new opportunities and increase performance against competitors.

Energy & Chemicals Industry Case Study

Battle-tested with leading enterprises globally.

Trusted, forward-thinking companies around the world, across every industry, from the Fortune 500 to high growth start-ups rely on RED BEAR to transform their people into world-class negotiators.