Author: Regis Lemmens
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One Customer, Three Conversations
Two long research conversations with Lien Byttebier at Accent surface a sales model built around three levels of the customer, three propositions, and three languages — and the recognition that selling into large industrial accounts has become an act of coordinated change management.
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The Supply Chain Has Become the Sales Conversation
An afternoon with a senior supply chain leader at Kaneka Belgium reveals how industrial supply chains under pressure are reorganising around trust, intelligence, judgement, and integration — and what this means for the suppliers across the table.
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Why ROI alone no longer carries the deal
For three decades, value-based selling has rested on a single equation: ROI minus price equals customer value. That model served well — because the other costs of the deal sat outside the invoice. They no longer do. What changes for the salesperson when value becomes multi-dimensional.
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The six dimensions of customer value — a working diagnostic
B2B buyers now evaluate value across six dimensions — ROI, Risk and Resilience, Life-Cycle and Circular, Strategic, People, and Planet and Societal. Not all six matter in every deal. The framework is a diagnostic, not a checklist. A working guide to what each dimension asks the supplier to argue.
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What the Layered Business Case actually does
A modern B2B purchase is decided by a coalition of stakeholders, each weighting a different dimension. They do not need separate decisions. They need one decision that can be defended in multiple registers. The Layered Business Case is the structural device that does this work — a named layer per activated dimension, FAB evidence, a…
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Why traceability arrived — a short history of externalities returning to the invoice
Twenty years ago, the costs of opaque sourcing — deforestation, child labour, depleted fisheries — were paid by communities, ecosystems, and labourers, never by the buyer. Today they show up in CSRD, CSDDD, and EUDR. A short history of how externalities returned to the invoice — and what the pattern says about the next decade…
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The four stages of Systemic Value Selling — Discover, Design, Justify, Align
A framework is not a method. The six dimensions of value describe what B2B value has become. The Layered Business Case describes the structural artefact. Neither tells a salesperson what to do, in sequence, in a live engagement with a buyer. Systemic Value Selling is the method that fills that gap — four sequential stages,…
Future Of Selling 