DnA - Executive Transformation Network



t’s tough to command premium pricing when buyers can’t tell the difference between you and the competition. As products and services become more commoditized, being different isn’t enough. You have to be differentiated.

Yet, just when you’ve settled on the perfect messaging to help sales reps set themselves apart, along comes a competitor with something new. Your messaging is outdated instantly. Differentiation is an ongoing process. This workshop focuses on a proven process to differentiate yourself in a dynamic marketplace—whether you’re faced with a new product, new market or new competitor.

Who should attend:

  • Sales management
  • Product leadership
  • Marketing
  • Sales enablement

The program

The Program:

Apply ValueSelling’s repeatable process to your marketing and product training materials by reverse engineering your buyer’s requirements and creating a need for your unique capabilities over the competition’s.

  • Link your differentiators to YOUR buyer’s problems
  • Create value propositions that result in premium pricing
  • Compete effectively in key market segments and revive product lines
  • Leverage a simple process and tool to develop relevant messaging

Your mentor

Frans Coenen (Winresult.com) (EU)

Value Selling, Sales Coach, Growth enabler

Frans Coenen is founder and managing partner of Win Result, a European-based consultancy and leading provider of the ValueSelling Framework®.

For over 30 years, Frans has been helping international projects achieve measurable results for clients in the IT software & services, Business Consulting, Telecom, Insurance and Pharmaceutical.

Frans joined the Duchain & Associates team to support clients with Value Selling techniques, offering them end to end coaching services to enable top line sales growth! A great additional service to our portfolio, and a great experienced Associate!

Practical information

Who should attend:

  • Sales management
  • Product leadership
  • Marketing
  • Sales enablement


Delivery methods:

  • In-Company Workshops
  • Remote Workshops


Book a free of charge consultation

Book a free of charge consultation with Frans Coenen!

  • BOOK NOW for a 1-hour complimentary exploratory consultation session to interested parties online by [clicking here]

Frans will be happy to talk you through the program, options and work with you on the program objectives.


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Cancellation / Return / Exchange Policy

Cancellation Policy

EU Law prescribes that for all services acquired via our DnA MarketPlace, 14-days no question asked refund is applicable. If you change your mind or made a mistake. You don´t have to worry. We will refund you the amount paid as long as the services have not been delivered!

What happens if I already received the services?

If the services have been delivered by the associate, DnA will mediate a solution and ensure that for both parties there is a satisfactory outcome.  Although DnA is not the ultimate contract partner, be assured that we will do everything we can to ensure that there is a good solution for all involved parties!

Exchange Policy:

Alternatively, we can offer you an alternative service to cover the needs of your organisation. Besides the solutions we have online, our consulting team is able to offer customised solutions to answer any business question you have. We this simple and ensure quick resolution. 

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