Demonstrating Value

Nutzen argumentieren
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Total time 60 minutes

The value does not depend on the product, but on the user. Because knowledge of the buying motive is fundamental to the value argumentation, this e⁠-⁠learning presents the four most important buying intentions - safety, recognition, profit and convenience - their recognition and appropriate response. Building on this, the participants learn the five-step technique of value argumentation. Realistic examples show what an individual value argumentation can look like.

Target group

Salespeople; field sales representatives; fales staff; inside sales; key account managers

Learning objectives

  • Knowing why sales is always about customer value – not product features

  • Recognizing and responding to your customers’ most important buying motives

  • Arguing the benefits with the help of the 5⁠-⁠step model in a simple and structured way

  • Developing your individual value demonstration


Giving convincing presentations
Arguing benefits
Focusing on customer satisfaction
Representing the company
Showing caution
Informing others

Authoring tool



Key messages
Animated illustrative videos
Moderated video lectures
Enacted scenes
Interactive elements
Knowledge Check
Transfer tasks
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