Why Value? The Fiserv Experience

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The best B2B organizations increase their sales velocity by focusing on customer value. By initiating value-based conversations with customers and prospects, they go beyond talking features to having conversations about the financial results they deliver. Rick Cantril, Director of Value-Based Strategies at Fiserv, and his team saw an immediate impact from understanding and quantifying their value, and having initial conversations with existing clients using interactive Value Propositions.

In this video, learn how Fiserv quickly accelerated their Value Selling efforts in three initial steps, helping them increase average win rates by 10%, increase average profitability by 15%, and reduce sales cycles by 50-75%.

Rick Cantril

Rick Cantril

Rick Cantril is Director of Value-Based Strategies at Fiserv. He and his team infuse value analysis techniques and best practices into the Product, Sales, Marketing, and Finance functions and have grown their Value Selling program from a few dozen individuals to over 1,500 associates around the globe, making the program one of the largest cross-functional collaborations within Fiserv. To date, the program has driven more than $1.5 billion in revenue in over 1,300 relationship opportunities.

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