Problem we solve · Sales Excellence & Key Account Management
“We have been sales and rebate led for years. Value is never part of the conversation.”
When volume targets and rebates drive behavior, customers learn to buy on price and sales learns to sell on discount. Moving to value requires needs-based segments, offers for each, value pricing and the skills to sell it, plus an honest look at how much margin rebates are leaking.
Cause 1
Incentives reward volume, not margin
Cause 2
No segmentation by needs, so everyone gets the same deal
Cause 3
Rebate programs were never tested for the behavior they buy
Paraphrased and anonymized from recent conversations.
“It has been a sales and rebate led organization for years. We want to explore KAM, needs-based segmentation, value pricing and rebate leakage.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We group customers by what they need and value, then design an offer, service level and price for each group.
How it works →How we help
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →How we help
We help you choose the accounts that deserve a strategic plan, build one-page key account plans with the team, and connect them to resources, forecasting and reviews.
How it works →Market Edge frameworks used to diagnose and fix this problem.
Agriculture · Europe
[Result]
Two years after launch, a technically excellent cereal seed treatment was missing its targets. Quantifying its value to growers reset the offer and the price.
Read the case →Agriculture · Brazil, India, China
Recent work · 2026
A global crop nutrition company wanted one core sales program for its commercial teams in very different markets.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
With transaction data to see where rebates leak margin, and needs-based segments to see who values what.
Some price-only buyers may. Segments that value service and supply usually stay when the value is clear.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're about to launch, and the price is cost plus margin."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →Sales Excellence & Key Account Management
“We call every large customer key, so none gets a real plan.”
Read more →Sales Excellence & Key Account Management
“Each unit trains sales differently. We have no shared view of capability.”
Read more →Sales Excellence & Key Account Management
“Every price change turns into a standoff with our biggest customers.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.