Value selling places specific customer benefits at the center of your sales strategy. An alarming fact: 80 percent of all companies sell their services well below value. This figure shows how urgently B2B sales teams need new approaches.
Value-based selling focuses on four key areas: cost savings, time savings, competitive advantage and risk reduction. B2B customers are specifically looking for solutions that save time and reduce costs. The Harvard Business Review has already confirmed that value-based purchasing decisions have long been the standard - value selling is therefore becoming a decisive factor for sales success.
Particularly insightful: 86% of B2C customers pay more for better customer experiences, while 80% of B2B customers expect exactly such experiences. These figures illustrate why value-oriented sales arguments are essential today.
In this guide, learn how to successfully implement Value Selling 2025 in the B2B sector, which methods achieve the best results and how tools like Bliro clearly and convincingly communicate the value of your offerings.
What is value selling in 2025?
The B2B sales landscape is constantly changing. Value selling is developing from a simple concept to a fundamental sales philosophy that defines successful sales strategies in 2025.
Definition and differentiation from classical methods
Value selling focuses exclusively on the value that your product or service generates from a customer perspective - regardless of marketing materials or unique selling points. This strategy requires a detailed understanding of customer needs and develops customer-specific approaches based on this.
Traditional sales methods present product features and discuss quality and prices. Value selling, on the other hand, consistently focuses on the customer. Success is not measured by closing a sale alone, but by how precisely the solution meets individual customer requirements.
This sales strategy combines various approaches such as value-added selling and consultative selling under a common goal: maximum customer benefit through tailor-made solutions. Systems like Bliro support the systematic recording and analysis of customer needs.
Why value-based selling is gaining in importance in B2B sales
B2B buying decisions are becoming more complex. Forrester identified an average of 6 to 10 people who are influencing B2B decisions - each with different expectations and priorities.
Today, B2B customers are much more informed and reject superficial sales presentations. Successful salespeople only use 7 percent of the talk time for product presentations. They invest the remaining 93% in active listening and targeted questions.
Forecasts show: By 2025, 80% of all B2B sales interactions will take place via digital channels. B2B buyers are 1.8 times more likely to close high-quality deals when they use the vendor's digital tools together with salespeople.
Difference between features and real customer benefits
Value selling makes a clear distinction between product features and customer benefits. Features only describe product properties. Customer benefits, on the other hand, refer to concrete, positive results from product use - time savings, cost efficiency or increases in productivity.
The focus is on four key benefit categories: cost savings, time savings, competitive advantages and risk reduction. The art of identifying deeper customer needs and challenges through targeted questions remains decisive.
Many sellers fail because of this change. They continue to present features and hope that the benefits will be obvious to customers. However, Bliro makes it possible to systematically identify specific pain points and adjust the value selling strategy accordingly.
Successful value selling is based on systematic value creation analysis. Salespeople analyse customer business processes and develop concepts for measurable improvements in efficiency, cost structure or competitiveness. This requires not only a deep understanding of the product, but also the ability to take customer perspectives and understand their business models.
The value selling framework: How to implement it
Successful B2B sales professionals work with a structured value selling framework that systematically focuses on added customer value. This three-part system helps you to precisely determine customer requirements and meet them in a targeted manner. A systematic approach not only leads to higher closing rates - companies with professional value selling increase their prices by an average 14%.
1. Identify and analyze customer needs
You must understand the problem before you can solve it. Successful salespeople get potential customers to describe their challenges in concrete terms. This initial framework phase is completely focused on customer understanding.
The needs analysis is carried out in two steps:
Step one: Research the potential customer beforehand. Use LinkedIn profiles, company websites, and annual reports. Write down anything that points to growth barriers or sales problems. Bliro helps you to record and evaluate this information in a structured way.
Step Two: Introduce Discovery talk. Ask open-ended questions such as:
- “How do you currently generate revenue?”
- “What are your strategic goals for this year?”
- “What challenges is your company currently facing?”
Avoid yes-no questions. Focus on “What,” “Why,” “How,” “Who,” and “When” for detailed answers. Top salespeople use 93% of the call time to listen and ask questions - only 7% for the actual presentation.
2. Develop the right solution with added value
After analyzing the customer situation, you will develop a tailor-made solution. Break down the problem into smaller parts and assign them to the appropriate product features.
For each mini solution, identify the associated value proposition from one of these four categories:
- time savings
- Cost savings
- Mitigate risks
- competitive advantage
Bliro helps you to systematically document these value drivers and make them available for future sales calls. A sound understanding of industry trends is essential, as this approach significantly increases sales productivity.
Also define your MSRP (Unique Value Proposition), which differentiates your offer from the competition and precisely formulates the value-oriented benefits for your target customers. Make sure that your MSRP is short, understandable and memorably conveys the customer advantage.
3. Tailor the pitch to individual benefits
As soon as your value proposition is ready, you work out your sales pitch. Your message must clearly show how your product solves customer problems and provides the desired added value.
Use “story selling” instead of simple storytelling: Use practical examples to show the specific value of your product. Include testimonials from similar customers and reference case studies that demonstrate the success and ROI of your solution. Present measurable results instead of generalities.
Particularly important: Take the various stakeholders in the company into account when arguing the benefits. Negotiations between individuals often have an impact on several parts of a company. Define which arguments offer the greatest advantage to which contact person - whether development, production or category management.
With Bliro, you systematically maintain these target-group-specific arguments and recall them at the right moment. In this way, you will go from being a salesperson to a problem solver who offers special strategies based on individual market factors that overcome customer hurdles.
7 proven value selling techniques for B2B success
Value selling in B2B sales requires practical techniques that go beyond theory. These seven proven methods lead to sustainable sales success and higher closing rates.
1. Define ICP and buyer persona
The precise definition of your Ideal Customer Profile (ICP) forms the basis. Your ICP describes the perfect company for your offering - based on factors such as company size, industry, and budget. Buyer personas complement this with individual decision makers with their specific goals and pain points. Bliro helps you develop these profiles using data and apply them systematically.
2. Target pain points
Identify the pain points of your customers - be they productivity-related, financial, process-related, or support-related challenges. Superficial knowledge is not enough: Quantify these problems together with the customer and make the financial benefits of your solution tangible.
3. Clearly formulate EIA
A compelling unique value proposition (MSRP) describes the unique advantage of your offer. Emphasize the specific benefits instead of just listing product features. Keep your MSRP short, understandable and focused on individual customer benefits.
4. Storytelling with real use cases
Use “story selling” instead of pure storytelling: Use real customer examples to show how your solution solved specific problems. Use the proven framework: Challenge - Obstacles - Solution - Transformation. With Bliro, you document such success stories and use them in a targeted manner in the sales process.
5. Individual pricing
Value-based pricing is based on customer benefits created. Companies with skilled value selling can increase their prices by an average 14 Increase percent. Create customized offers that meet the individual needs of your customers.
6. Empathic listening instead of hard selling
Sellers with memorized chains of argument will have little success in the future. Focus on active, empathetic listening. This ability has been proven to result in higher closing rates and stronger customer loyalty.
7. Follow-up with added value
80% All successful sales transactions require at least five follow-up contacts. Yet almost half of all salespeople give up after just one attempt. Use Bliro for structured follow-up processes and add new value with every contact - such as relevant case studies or industry reports that address the customer's pain points directly. This demonstrates your expertise and keeps sales calls moving.
Value selling in practice: An example from B2B sales
Value selling shows its true strength in real business situations. Here you can see how companies are achieving measurable results with this strategy.
Initial situation and customer problem
TRUMPF, the mechanical engineering manufacturer, knew the problem of many B2B providers: Customers chose cheaper competing products despite technical superiority. The family business with over 14,800 employees found that product quality alone was no longer convincing. A medium-sized software company faced a similar dilemma - long sales cycles and constant price negotiations shaped everyday life. Both cases clearly showed that without a clear value argument, even superior solutions lose out against cheaper alternatives.
Solution approach and benefit argument
TRUMPF launched a consistent value selling program in 2019. Instead of listing machine features, the sales team presented concrete business results. For a medium-sized supplier, TRUMPF not only showed 30% higher cutting speed, but also calculated the real business value: 2.1 million euros annual cost savings, 18% better delivery reliability and 890,000 euros reduced capital commitment. Bliro could have accelerated this development even further - customer-specific battlecards in CRM make such benefits immediately available and enable targeted selling.
Customer results and ROI
The results exceeded all forecasts. Within 24 months, TRUMPF increased its closing rate by 28% while at the same time increasing order volume by 21%. Even more impressive: Price discussions dropped by 65% because customers immediately understood the quantified added value. Following value-selling advice, a Canadian customer produced over 25 million parts on 15 TRUMPF machines - ten times more than originally planned. In parallel, the software company shortened its sales cycles by 30% and improved customer loyalty by 25%. Both examples prove that value selling creates profit-profit situations for providers and customers.
Tools and systems for successful value selling
Effective value selling in the B2B sector requires the right digital tools. Modern technology makes the decisive difference between theoretical knowledge and measurable sales success.
CRM systems such as Bliro for systematic customer analysis
Bliro forms the basis for value-oriented sales processes. The platform automates data entry and saves sales teams around eight working hours per week. The integrated voice assistant transcribes customer conversations, creates structured notes and synchronizes all information directly with CRM systems such as Salesforce or HubSpot. Particularly valuable: Bliro systematically records your customers' pain points, goals and value drivers.
Sales enablement platforms for targeted communication
Sales Enablement platforms combine content management, training modules, and sales analytics in one solution. These systems help teams communicate the appropriate value message at the optimal time. Key features include:
- Automated recommendations based on CRM data
- Interactive presentation features
- Content effectiveness analyses
Data-based decision-making tools for measurable results
Value-oriented sales processes require well-founded data analysis. Business value calculators quantify and communicate ROI or TCO to potential customers much more effectively than traditional spreadsheets. AI-powered analytics tools such as Bliro identify successful sales patterns and enable them to be applied to new leads. Result: Conversion rates are demonstrably increasing by up to 22%.
Conclusion: Why value selling 2025 is the key to sustainable sales
In 2025, value selling will be a decisive success factor in B2B sales. Product features alone are no longer convincing customers. Sellers must be able to clearly quantify and communicate the measurable added value of their solutions.
The practical examples speak for themselves: TRUMPF increased the completion rate by 28% and reduced Price discussions around 65%. These figures show the concrete effectiveness of value-oriented sales strategies.
However, successful value-selling implementation requires the appropriate tools. Bliro enables you to systematically record customer needs, automates conversation documentation and delivers value-oriented sales arguments exactly when you need them. The result: shorter sales cycles and higher closing rates.
Implement the seven techniques presented consistently: Define your ideal customer profiles, identify their pain points and formulate clear value messages. Combine empathic listening with compelling success stories and value-based pricing.
Value selling will remain the standard in B2B sales in the future. Customer orientation, value quantification and digital sales support form the triangle of success. Anyone who masters these elements with tools such as Bliro will be among the winners in B2B sales in 2025 and beyond.
