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Value Based Selling: B2B Sales Discovery, ROI & Negotiation
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Value Based Selling: B2B Sales Discovery, ROI & Negotiation
Quantify cost of inaction, build a business case the CFO signs, win the buying committee and stop discounting deals
Last updated 9/2026
English
What you'll learn
- Build a value driver tree that turns your product's features into the customer's revenue, cost and risk in dollars per year
- Run a discovery call with 12 questions from a bank of 40 and leave with a number, an owner and a date for the customer's problem
- Calculate the cost of inaction across four buckets of loss and show the buyer what every month of delay costs them
- Build a buyer ROI model with payback period and NPV in conservative and base cases, and a one-page business case for the CFO
- Map all seven seats of the buying committee and write a one-sentence value message for each role, from CFO to procurement
- Plan the deal backward from the date the customer sees value, not the close date, with success criteria in the customer's money
- Answer "too expensive", "your competitor is cheaper" and "we need 20% off" with value, and trade every concession for something back
- Hand the deal from AE to CSM, track realized value against the business case and turn a QBR into a renewal or expansion
- Learn with Mike, the #1 HR instructor on Udemy, alongside 2,000,000+ of his Udemy students
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Course content
9 sections • 9 lectures • 6h 8m total length
Requirements
- Experience in B2B sales or customer success: you run deals, demos or customer accounts and know how a sales pipeline works
- At least one open deal or active customer account to use for the lesson assignments
- A web browser to open the lesson tools; no finance background, spreadsheet skills or coding needed
- Basic arithmetic: every formula in the course is shown step by step on round numbers
Description
This course contains the use of artificial intelligence
40–60% of deals are lost to no decision (The JOLT Effect). Not to a competitor, and not on price.
The buyer agreed the problem was real, but nobody ever put a number on it that the CFO could sign off.
Most B2B sales conversations still run on features and price. The demo goes well, the champion is positive, and then the deal stalls in a budget review you never attend, or comes back from procurement with a request for 20% off. Every month that happens, you give away margin you have already earned and lose deals that should have closed, while the customer keeps paying for a problem they have never measured.
After this course you talk about the customer's money, not your product. You describe your product through the customer's revenue, cost and risk. Your discovery calls end with numbers the buyer said out loud, an owner and a date. You show what every month without a decision costs, build a business case with the buyer on their own numbers and give your champion one page to take to the CFO. You know what each person on the buying committee wants to win, you plan the deal from the date the customer sees value, and you answer "too expensive" with the business case instead of a discount. After the signature you show the customer the value they received in dollars and walk into the renewal with proof.
The course is built and taught by Mike:
Founder and head of strategy of PapaHR Academy, where 170,000+ students have trained
#1 HR instructor on Udemy, with 2,000,000+ students on Udemy
20 years of hands-on practice at Wargaming, Preply, iDeals, Starlightmedia and Alfa-Bank
Years on the buyer's side of the table: at Starlightmedia he built business cases for the CEO, defended budgets with finance and negotiated discounts with vendors
The course follows one deal from first call to renewal. First you find the value and put it in money: value drivers, discovery questions that bring back numbers, the cost of inaction and a buyer business case with ROI, payback period and NPV. Then you sell that value to the people who decide: a value message for every seat of the buying committee, a mutual value plan built backward from the value date, and a price conversation where every concession is traded for something back. Finally you prove the value after the signature with an AE-to-CSM handoff, a value tracker and a QBR that leads to renewal and expansion.
Every lesson stands on its own. If you have a pricing call with procurement tomorrow, start with the price negotiation lesson and fill in your price defense sheet tonight. All calculations use round illustrative numbers that you replace with your own deal.
What's included:
Lifetime access to all materials
Active instructor support in Q&A
Udemy Certificate of Completion
A practical assignment in every lesson, done on your own deal or your own customer account
An interactive tool for every lesson that runs in your browser: value driver tree, discovery question bank, cost of inaction calculator, buyer ROI model, buying committee value map, mutual value plan, price defense sheet and value realization tracker
A section with additional courses, tools and resources
Procurement will ask for a discount on your next contract too, and the answer is either a number or a concession. The sellers who can show value in the customer's numbers keep their price and their margin, and they are the ones who get the strategic accounts. Every quarter you wait is another quarter of deals lost to no decision and discounts you did not have to give.
Enroll now and start your first lesson today.
Who this course is for:
- Account Executives in B2B SaaS, services or equipment companies whose deals end in discounts or in no decision
- Account Managers who own renewals and upsells and need to prove the value the customer already received
- Customer Success Managers who want to track value in dollars, run a QBR that leads to renewal and expansion
- Sales Engineers and presales consultants who build ROI cases and business cases together with the buyer
- Sales and customer success team leads who want one value selling method across the whole deal, from discovery to renewal