Translate the research into capability

The Future of Selling programme delivers two practitioner-facing offerings. Both are designed to be run inside organisations — the SVS course as structured capability-building for sales teams, the Layered Business Case workshop as a short-format design engagement for senior sales and proposition leaders. Each can also be delivered inside business school executive education programmes.

The SVS course

Systemic Value Selling — a structured training programme

A practitioner-focused programme for B2B salespeople. The course builds the two core capabilities of Systemic Value Selling: completing the Value Story across the six dimensions, and aligning stakeholders across the buying coalition. It is short, concise, and applied — sales-team friendly rather than academically heavy — organised around live cases participants bring in.

What participants leave with

• A working Value Story for an active deal, structured across the six dimensions of customer value.
• A stakeholder map for that deal, with tailored sub-messages per stakeholder based on the dimensions each one weights most heavily.
• A working draft of the Layered Business Case for the deal.
• The Socratic Navigation Compass and Strategic Dialogue structure for conversations with senior buyers.
• Concrete techniques for the moments salespeople actually struggle with: objection handling (Feel / Felt / Found), value-erosion conversations, and stakeholder alignment under disagreement.

Format

Modular. A typical engagement is delivered as a sequence of half-day sessions over several weeks, allowing participants to apply each module to a live deal between sessions. In-person and hybrid formats both work; in-person is recommended for the stakeholder-alignment modules. The course can also be embedded inside business school MBA or executive education electives.

Who it is for

B2B sales teams in industrial, technology, financial services, and professional services sectors. Particularly useful for organisations selling into multi-stakeholder buying committees, complex procurement environments, or markets where sustainability and regulatory exposure now factor into the buyer’s decision.

The Layered Business Case workshop

A short-format design engagement

An intensive workshop format for senior sales and proposition leaders. Participants leave with a Layered Business Case template for a strategic account or product line — a named layer per activated dimension, FAB evidence per layer, a stakeholder owner, and a risk-of-inaction argument for each.

Format

One to two days, in-person, for a small team (typically 6–12 participants). Pre-work includes a value diagnostic on the account or product line in scope. The workshop itself moves through Discover → Design → Justify → Align, producing usable artefacts at each stage.

Who it is for

Strategic account teams, proposition design teams, sales leadership, and senior consultants working on enterprise deals. Especially well suited to deals where the buyer has signalled that traditional ROI alone will not carry the decision — procurement is asking sustainability questions, the technical evaluator is weighing operational risk, or the strategic fit conversation has moved up to the board.