Sales Training Excellence Circle Event

Topic: Delivering Value in a commodity-driven sales and consulting environment

Breaking out of the “vendor trap” requires nothing short of rethinking what it means to understand and sell value. Such a revolutionary change in approach requires a new strategic step-by-step plan for progressing through the sales cycle.

Join Wayne Mueller as he leads us in a session tailored for learning and development leaders who support the sales professionals of the 21st century.

Request to join the Sales Training Excellence Circle.
*Note* Attendees must hold a position in a public- or private-sector learning organization.

Topic details:
This session will provide insights on selling value. You’ll have an opportunity to discuss a proven methodology that helps fight the commodity and vendor trap, and is used by leading worldwide sales and consulting organizations.

Despite what the economic prognosticators would have us believe, the role of the direct sales rep isn’t dying. But, the way many salespeople operate is. The bar has been raised; today a new vernacular is emerging to describe sales and consulting success.

Selling Value is a program developed by a leading worldwide sales consulting organization, IMPAX Corporation — a Carlson Executive Education partner. Selling Value. Selling as a process. Being more than a vendor. Increasing margins. Making price irrelevant. Winning executive level credibility. Creating competitive immunity. These are the watchwords driving the 21st century sales professional.

But breaking out of the “vendor trap” requires nothing short of a wholesale rethinking of what it means to understand and sell value. Consulting and salespeople must re-evaluate the types of opportunities they pursue, what they learn about their customers, the level of customer they’re willing to sell to, and how they communicate with executives who buy value.

Such revolutionary change in approach also requires a new strategic, step-by-step plan for progressing through the sales cycle.

That is the process that will be discussed in this session. What is the most effective method available for selling value instead of price, avoiding commoditization, and differentiating your solution from the competition while developing long-term business relationships in today’s hyper-competitive marketplace.


Wayne Mueller
Wayne Mueller, Carlson Marketing Professor – Executive, MBA, and Undergraduate Programs, and former Director – Institute for Research in Marketing at the Carlson School of Management.

He is a seasoned sales and marketing executive with over 30 years of experience working with IBM, as a marketing instructor with Carlson School of Management, and as the director for the Institute for Research in Marketing. While with IBM, he led a 30-plus person Target account sales team, and handled Wall Street accounts in IBM’s financial services industry. In addition, he worked as IBM’s U.S. Business Development Executive on marketing and segmentation strategy for both the retail and financial services industries. Mueller attended Harvard Business School’s Advanced Management Program and he is nearing completion of his PhD in Executive Marketing Education at the University of Minnesota.



  • 8:00 – 8:30 — Breakfast and networking
  • 8:30 – 8:45 — Fredrickson Learning Introduction and CSOM Welcome/Exec Ed Overview
  • 8:45 – 10:15 — Wayne Mueller: Sales & Consulting Professionals: Delivering Value
    (90 minutes: sales excellence thought leader + table discussions + Q&A)
    1. A Case Discussion: How a Sales Strategy of Differentiation is Key!
    2. The Value Selling Process: Research, Communication, and Presentation
  • 10:15 – 10:30 — Wrap up (Fredrickson Learning, CSOM Exec Ed)
  • 10:30 – 11:00 — Networking & depart


Note: Space is limited, breakfast will be served, and you may invite your business partner to join you at this event.

We’re thrilled to kick-off 2018 with a wonderful opportunity for sales trainers and their business partners. Join us on for a very special Sales Training Excellence Circle event.

Request to join the Sales Training Excellence Circle.

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