In a world where price pressure defines competition, learning to communicate and quantify your true customer value can transform your business. Discover how Grundfos and Implement Consulting Group show that value-based selling can turn commoditization into opportunity and higher win rates.

The commoditization challenge

Many companies face a cycle of discounts and shrinking margins as markets become more commoditized. By focusing only on product specs, they miss the opportunity to show customers the full value they deliver. Implement Consulting Group explores how leading companies shift the conversation from cost to value and achieve better pricing power and stronger customer relationships.

Learning from real examples

Grundfos’ journey illustrates how aligning sales and marketing around clear value drivers leads to lasting impact. By moving from feature-focused selling to value communication, Grundfos improved dialogues with clients, built credibility in negotiations, and supported customer sustainability goals like the Carlsberg collaboration that reduced water consumption by 90%.

From features to value

True differentiation comes when companies quantify the total value their products and services bring, from efficiency gains to long-term savings. The maturity ladder shared in this session shows that the highest-performing companies are those that can measure and prove their impact in customer terms, leading to both higher prices and greater loyalty.

Creating a value-driven culture

Building a value-selling organization requires collaboration across product, marketing, and sales. By leveraging internal competencies and continuously sharing learnings, companies can elevate conversations beyond procurement, reach new stakeholders, and grow sustainably. The message is clear: start now, focus on customer outcomes, and make value your shared language.