The Three Value Conversations

Want to See How Your Sales Conversations Add Value?

The Three Value Conversations Book

What separates high performing salespeople from low performing ones?


According to SiriusDecisions, 71 percent of executives say the biggest distinguishing factor is your reps’ ability to articulate value. Essentially, whether you hit your revenue targets or not comes down to you or your salespeople with their lips moving in front of prospects and customers.

Articulating value means mastering the three value conversations that happen in every sales cycle. Your salespeople need to be able to:

Create Value with conversations that defeat the status quo and differentiate your solution for more opportunities.
Elevate Value with conversations that build a business case that passes muster with executive-level decision makers.
Capture Value with conversations that protect your margins and expand deal size during tense negotiations.

Wondering how your customer conversations stack up? Do you add the right value? Take our self-assessment test to identify where your value conversations are strongest and where they might need work.


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The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle

The Three Value Conversations provides the tools and methods you need to differentiate you and your solution from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle.

Based on extensive research, the authors’ program enables salespeople to articulate value in three essential conversations with the customer: the Differentiation Conversation (creating value), the Justification Conversation (elevating the value to the right level of decision maker), and the Maximization Conversation (capturing that value and maximizing the size of your opportunities).

The Three Value Conversations Book

Praise for The Three Value Conversations

“A great conversation requires not only a strong story, but also the skills to deliver it. Three Value Conversations will help marketing—the story-builders—create the right message, and guide sales storytellers in using those messages to have unique, value-driven conversations with customers.”

– Eduardo Conrado, chief innovation officer, Motorola Solutions

“Too often we take for granted that salespeople should just know how to have a great customer conversation… after all, that’s why they are salespeople, right?  But, being able to talk with customers and communicating value are two different things. Three Value Conversations does a great job providing concrete concepts to help salespeople purposefully practice and master their customer communications skills.”

– Juan Corsillo, senior vice president sales and marketing, United Rentals

“If you’re facing the pressures of commoditization and loss of control in the selling process, the Three Value Conversations is a must read.  The book offers a “next practice” approach that helps steer the conversation in a way that clearly differentiates your solution from the sea of alternatives and positions you to create, elevate and capture value to set you apart.  Thank you Tim, Erik, Conrad and Cheryl for collaborating on such an important topic—this is book will make a difference!”

– Jim Ford, Executive vice president, TestAmerica Inc. and chairman of the Strategic Account Management Association

“Procurement discussions are just that. The Three Value Conversations help us to have the right conversations, with the right people to drive the outcomes our customers want and we need, in order to drive the value that we are both seeking.”

– Nick Alfano, senior vice president and general manager – food and beverage north america, Ecolab, Inc.

Meet the Authors


Tim Riesterer is Chief Strategy and Marketing Officer of Corporate Visions, responsible for leading the strategic direction of the company in thought leadership, positioning and product development.


Erik Peterson is Executive Vice President of Consulting of Corporate Visions. He is responsible for leading the company’s consulting team globally, including staff and certified contractors.


Conrad Smith, Vice President Consulting Services, Corporate Visions is an operations executive with over 30 years of buying experience. He has delivered the Corporate Visions’ Justification Skills to more than 12,000 people since 1997. He is passionate about developing people to be confident, credible and compelling in executive conversations.


Cheryl Geoffrion, Vice President Consulting Services, Corporate Visions, is an expert negotiator, facilitator and coach in leadership development, conflict resolution and interpersonal communication skills. She has devoted more than 24 years to elevating the business results of her client organizations and the individuals within them.

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And don’t forget to take our self-assessment test to identify where your value conversations are strongest and where they might need work.

The Three Value Conversations Book