The Value Wheel

The VALUE WHEEL™ business workshop enables sales, marketing and other customer facing staff to understand how to position the total capabilities and strengths of the organisation in order to add-value and clearly differentiate their offering from the competition. As a result the problem of commoditisation can be reduced by selling value created from the company’s total capabilities

Commoditisation is one of the biggest threats facing business today. It is the result of tougher competition, savvy purchasing practitioners, declining product differentiation and the rapid increase in exports from developing industrial economies. To maintain business strength and independence, Business-to-Business Selling companies must differentiate themselves sufficiently in the minds eye of their customers if they are to withstand the price pressures resulting from the forces of commoditisation. The Value Wheel™ is a powerful contributor in the fight to defend and grow price and value positions.


The world has a surplus of:

“similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”

Source: Tom Peters


Value Wheel Overview

Creating Client Value Through Sales & Marketing