In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Fowler, a sales performance consultant, to explore the significance of value selling in today's business landscape. 

They discuss the importance of a customer-centric approach, the transition to value selling, and the elements that contribute to successful value articulation. 

The conversation emphasizes the need for collaboration with customers, the role of leadership in fostering a value-centric culture, and the importance of continuous improvement in sales practices.

Takeaways

• Value selling is crucial for long-term customer relationships.
• A customer-centric approach leads to better renewal rates.
• The transition to value selling requires supportive leadership.
• Understanding the customer's strategic initiatives is key.
• Value selling involves navigating political relationships within organizations.
• Incremental improvements in value conversations can have a significant impact.
• Co-creating value with customers enhances credibility and trust.
• Sales teams need to focus on the renewal, not just the transaction.
• Empathy and curiosity are essential skills for successful value selling.
• Building a value-centric culture takes time and commitment.