Value selling, also known as value-based selling, is a sales approach that aims to sell the customer added value rather than products.
Value selling is based on the recognition that negotiation and sales processes are becoming increasingly competitive and complex for companies. In order to increase the probability of a contract being concluded, the concrete benefits must be explained to the customer. Value selling therefore requires sellers to be able to take the individual customer’s perspective and is based on a value-based sales philosophy characterized by a proactive approach. An example of value selling would be a printer that is not sold on the technical specifications but on the cost saving potential for the customer through efficient and fast printing.