Agriculture · Brazil, India, China
Recent work · 2026
A core sales program across three continents
A global crop nutrition company wanted one core sales program for its commercial teams in very different markets.
Read the case →
Value selling and negotiation
How we help
Value selling and negotiation
We train and coach sales teams to sell on value: quantifying it, telling the value story, handling objections and negotiating without defaulting to discounts. Skills are applied to live accounts.
How it works
01
Build the story
From value creation and proof.
02
Practice
Role-play objections and negotiation.
03
Apply
To live accounts with coaching.
04
Reinforce
Deal reviews and pricing guardrails.
Problems it solves
Click a problem to see its signs, causes and the evidence from client work.
Sales Excellence & Key Account Management
Skills gaps across business units
“Each unit trains sales differently. We have no shared view of capability.”
Read more →Sales Excellence & Key Account Management
Price increases damage relationships
“Every price change turns into a standoff with our biggest customers.”
Read more →Strategic Marketing & Growth
Products copied, margins squeezed
“Competitors closed the technical gap. Now it is all about price.”
Read more →Pricing & Value
Discounts leak margin
“Rebates and exceptions are eating margin, and nobody tracks it.”
Read more →Pricing & Value
Sales can't defend the price
“Every negotiation becomes a discount conversation.”
Read more →Situations where we use it
"We're about to launch, and the price is cost plus margin."
Pricing a new product launch
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."
Reshaping the sales force
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →What we hear
“There is an immediate need for a value selling module; the basics are not in place yet.”
Tools we use
Value CreationValue Creation quantifies the economic value your offer creates for a customer compared with their next-best alternative: savings, extra revenue and reduced risk.Value Proposition builderThe Value Proposition builder turns analysis into a clear statement for each segment and stakeholder: who it is for, the problem it solves, the value it delivers and why it is better than the alternative.Transactional pricingTransactional pricing analyzes actual invoice data to find where margin leaks through discounts, rebates and exceptions, and how consistent prices are across customers.
Programs and services
Client results
All case studies →Life Sciences · Delivery devices
Recent work · 2025–2026
Value pricing for a medical device launch
A business unit was about to price a new drug-delivery device at cost plus, with no view of its value to the value chain. The opportunity was significant.
Read the case →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions clients ask
What is value selling?
Selling on the measurable value the customer gets against their alternative, not on product features or price.
Do you have proof it works?
Yes. Ask us for case studies where teams applied the tools and measured the benefit.
Often combined with
How we help
Needs-based segmentation and customer tiering
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
Value pricing
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
Key account management
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 →Is this the right place to start?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.