The Art of Value Discovery and Value Conversations

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Customer value management is both a science and an art. B2B marketers and sellers need to be able to not only quantify value, but also have deep value conversations and exchanges with customers. Value modeling discussions, using credible value references to support claims, require a deep understanding of the customer pain points and business outcomes that they want to improve. When done well, these conversations engage the customer with indirect questions, enable fruitful exchanges, and invite the customers to share hard data and valuable insights – all essential ingredients for the value discovery process.

Engaging in value conversations with the goal of obtaining deep insights is an art. Sellers and marketers need to develop this critical skill. In this webinar, Stephan Liozu, PhD, shares the secrets to great value discovery sessions and deep value conversations that feed the continuous challenge of achieving great customer intimacy. During the session, he explores ways to develop the sales skills needed to collect the precious value nuggets that drive value selling success.

Click here to learn more about Stephan Liozu’s Monetization Academy

Stephan Liozu, PhD

Stephan Liozu, PhD

Stephan M. Liozu ( is the Founder of Value Innoruption Advisors, a consulting boutique specialized in value-based pricing, industrial pricing, digital and subscription-based pricing. Stephan holds a Ph.D. in Management from Case Western Reserve University (2013), an MS in Innovation Management from Toulouse School of Management (2005), and an MBA in Marketing from Cleveland State University (1991). He is a Certified Pricing Professional (CPP), a Prosci® certified Change Manager, a certified Price-to-Win instructor, and a Strategyzer Business Model Innovation Coach. He authored seven books: The Industrial Subscription Economy (2022), B2G Pricing (2020), Monetizing Data (2018), Value Mindset (2017), Dollarizing Differentiation Value (2016), The Pricing Journey (2015) and Pricing and Human Capital (2015). He also co-edited seven books: Monetizing and Pricing Sustainability (2023), Digital Pricing Strategies (2023), Pricing: The New CEO Imperative (2021), Pricing Implementation (2019), Pricing and the Salesforce (2015), The ROI of Pricing (2014), and Innovation in Pricing – Contemporary Theories and Best Practices (2012 &2017). Stephan sits on the Advisory Board of the Professional Pricing Society. He is a Senior Advisor to the BCG Pricing Practice and to BlackWinch, the As-a-service experts.

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