⏱ Training hours4 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeShift from price-driven selling to value-driven selling
This practical 4-hour course, taught by John Kim, shows you how to build customer-specific value propositions, the core of B2B sales. You start with the decision-making structure of the Buying Center and move on to quantitative value propositions based on ROI and TCO. Four modules (Value Discovery, Value Proposition, Value Defense and Action Plan) build well-rounded B2B sales skills. Through real cases, you practice handling price resistance and negotiating, which directly improves B2B sales results. The curriculum is backed by Nanum Consulting’s training experience with 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
Designed for practitioners and leaders in companies and institutions that need marketing and sales capabilities. Especially recommended for organizations aiming to understand the decision-making structure and persuasion points of each B2B Buying Center role.
What will you learn?
- Understand the decision-making structure and persuasion points of each B2B Buying Center role
- Build quantitative, ROI- and TCO-based value propositions and handle price resistance more effectively
Curriculum
Module 1: Value discovery and customer analysis
- Value selling in practice: comparing successful and failed cases
- Developing customer pain hypotheses and insights
- KPI analysis by B2B Buying Center role
- Exercise: write pain-point diagnostic questions for each customer
- Comparing decision-making patterns by region and customer segment
- Drawing key insights: “Pain hypothesis – joint validation – value validation”
Module 2: Value Proposition
- Why Change? / Why You? / Why Now? framework
- Designing a mix of functional, financial, and emotional value (TVO)
- Quantifying value with the Value Word Equation (VWE)
- Mapping the Buyer Benefit Stack to each decision-maker
- Exercise: write a 30-second pitch
- Value Proposition Canvas workshop
- (Linking customer Jobs, Pains, and Gains)
Module 3: Value Defense (price resistance and negotiation strategy)
- Understanding buyer psychology and social styles (Driver, Analytical, etc.)
- Four steps for handling “it’s too expensive”: reframe with questions, redefine TCO, present evidence, make conditional concessions
- Win-win negotiation structure and ZOPA (Zone of Possible Agreement) analysis
- Exercise: write a script for handling price objections
- Simulation: three-way negotiation role-play (buyer vs. sales vs. technical)
- ROI-based value persuasion logic and building a pilot proposal
Module 4: Relationship & Action Plan
- Managing customer success through KPIs (OEE, MTBF, installation time, etc.)
- Designing cadence (communication cycles) and running QBRs
- Writing performance reports based on customer KPIs
- Analyzing long-term partnership success stories
- Exercise: design a follow-up action plan
- Language and timing for keeping relationships strong, by customer type
Expected results / After the course
- Shifting from price-driven to value-driven selling
- Hands-on practice applying a customer-centered Value Proposition Canvas
On-site training references
BioprotechWeidmüllerSeoul Global CenterPoint MobileKyungil University Senior Startup CenterCOMICO and others
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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FAQ
Suited to B2B sales reps, sales managers, marketers, and any business professional who communicates directly with clients and must deliver value. Especially useful for sales teams that need to convey clear value to customers and overcome price resistance.
This course goes beyond basic sales skills to cover the full process, from systematic value discovery to proposal and defense. It offers concrete, ready-to-apply methods, from customer analysis through Value Discovery to Value Defense strategies for overcoming price resistance.
This 4-hour intensive course is designed to teach the four core modules of B2B value proposition efficiently. The compact, practical curriculum emphasizes real-world application over theory, so you can use it on the job right away.
Instructor John Kim is a B2B sales and training specialist with many years of experience. Through Nanum Campus, he has delivered B2B value proposition training at numerous companies, earning high satisfaction from practitioners and driving measurable performance gains.
B2B Value Proposition
The B2B Value Proposition course is a practical 4-hour program with John Kim that teaches, step by step, how to build customer-specific value propositions, the core of B2B sales. Buyin
Training objectives
- Understand the decision-making structure and persuasion points of each B2B Buying Center role
- Build quantitative, ROI- and TCO-based value propositions and handle price resistance more effectively
Expected results
- Shifting from price-driven to value-driven selling
- Hands-on practice applying a customer-centered Value Proposition Canvas
Curriculum
Module 1Module 1: Value discovery and customer analysis
- Value selling in practice: comparing successful and failed cases
- Developing customer pain hypotheses and insights
- KPI analysis by B2B Buying Center role
- Exercise: write pain-point diagnostic questions for each customer
- Comparing decision-making patterns by region and customer segment
- Drawing key insights: “Pain hypothesis – joint validation – value validation”
Module 2Module 2: Value Proposition
- Why Change? / Why You? / Why Now? framework
- Designing a mix of functional, financial, and emotional value (TVO)
- Quantifying value with the Value Word Equation (VWE)
- Mapping the Buyer Benefit Stack to each decision-maker
- Exercise: write a 30-second pitch
- Value Proposition Canvas workshop
- (Linking customer Jobs, Pains, and Gains)
Module 3Module 3: Value Defense (price resistance and negotiation strategy)
- Understanding buyer psychology and social styles (Driver, Analytical, etc.)
- Four steps for handling “it’s too expensive”: reframe with questions, redefine TCO, present evidence, make conditional concessions
- Win-win negotiation structure and ZOPA (Zone of Possible Agreement) analysis
- Exercise: write a script for handling price objections
- Simulation: three-way negotiation role-play (buyer vs. sales vs. technical)
- ROI-based value persuasion logic and building a pilot proposal
Module 4Module 4: Relationship & Action Plan
- Managing customer success through KPIs (OEE, MTBF, installation time, etc.)
- Designing cadence (communication cycles) and running QBRs
- Writing performance reports based on customer KPIs
- Analyzing long-term partnership success stories
- Exercise: design a follow-up action plan
- Language and timing for keeping relationships strong, by customer type
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)