OPEN CLASS VALUE SELLING -EMEA EDITION – incl. AI
April 22-23, 2026 in Frankfurt, Germany
Welcome to our open class training:
Value Selling Essentials (incl. AI) for the EMEA Chemical & Ingredient Industry
Your seat is locked in: April 22-23, 2026 | Frankfurt, Germany!
Boost your pricing power with AI-accelerated Value Selling
“Good product, good price” is no longer enough in EMEA chemicals and ingredients. You’re competing in a region with high costs, volatile energy prices, strict regulation, geopolitical shocks, and customers who know they can source from almost anywhere.
If your team can’t sell value, they’ll be dragged into margin‑killing tenders instead of shaping the business.
In this hands‑on, cross‑company training, you’ll learn how to win in this environment — not just survive it:
- Craft value propositions that speak to what EMEA customers actually care about (total cost, risk, CO₂, compliance, security of supply)
- Quantify value so your differentiation is measurable, auditable and believable for Finance and Procurement
- Lead value‑driven conversations with technical, purchasing and sustainability stakeholders
- Prepare and execute value negotiations — and protect margin under pressure
- Sell your price — without giving it away, even when cheaper imports are in the mix
And yes, we use AI where it actually helps (not where it just looks cool):
- Research & insight generation: turn public + internal info into sharp account insights, better questions and stronger arguments
- From technical differentiation to customer value: translate specs into outcomes customers pay for (cost, risk, CO₂, performance, uptime)
- Value quantification: build simple, defensible value calculators — even with imperfect data and moving raw material prices
- Value messaging & communication: craft value stories, emails, meeting prep and proposal arguments that survive European Procurement
Built exclusively for the EMEA chemical & ingredient industry.
Real tools. Real cases. Real practice.
Less theory. More margin.
Your trainers:
Dr. Steve Laborda
Founder – ValueBizbooster
Expert in pricing, Value Selling, and commercial excellence with over 20 years of experience in enabling chemical companies to unlock their full potential and grow profitably. Author of Master the Art of Value-based Selling, a practical Value Selling guide.
Achim Ziska
Pricing & Business Development Dude
30 years in multinational nutrition ingredients and chemical companies, incl. Tate & Lyle, Doehler Group and BASF, shaping global businesses from Europe, Hong Kong, London, and Singapore. committed to selling the price instead of selling by price.
Learn how to sell and capture value when pricing pressure is high
Why this training is more important than ever in the EMEA chemical & ingredient industry
In EMEA, the game has changed. Oversupply in key product lines, weak demand in many end‑use industries, raw material uncertainty, tougher regulation, geopolitical shocks and brutal energy costs are all hitting at once. No surprise that many multinational chemical companies are quietly scaling back or exiting Europe altogether.
If your team can’t sell value, they’re stuck in the worst possible place: a high‑cost region, in oversupplied markets, treated like a commodity.
This training is where your salespeople stop behaving like quote machines and start acting like business partners. They learn how to sell and capture value in exactly this environment: oversupply, low demand, regulatory pressure, and customers waving cheaper global alternatives at them.
No fluffy theory, no 200‑slide snoozefest – just hard‑hitting tools, live deal work, and negotiation playbooks that actually work in EMEA meeting rooms and Teams calls.
Built on 450+ years of combined pricing and commercial experience in chemicals & ingredients, this program is practical, hands‑on, and designed for the real world.
If your competitors are responding to EMEA’s challenges with price cuts and retreat, perfect.
After this training, your team will walk into the same customer meetings, hold price, trade instead of concede, and still be the partner who’s worth paying for – not just another supplier trying to survive the next cycle.
Save the date: April 22 – 23, 2026 in Frankfurt!
Your investment into …
… higher margins and stronger pricing power through Value Selling — plus peer networking and practical learning with Steve and Ralf (50+ years of combined experience in chemicals & ingredients and commercial excellence):
FIRST MOVER
SWEET SPOT
POWER PLAY
All prices are exclusive of VAT.
April 22 – 23, 2026:
Seats are limited.
Secure your spot today!
Sign up for this training and learn how to sell and capture value in times of high pricing pressure.
Coming as a team (3+)?
Respect.
Email Steve and we’ll hook you up with 10% off the package you choose.
Send an email to Steve to get your discount:
Who should attend?
If you’re in
- Sales,
- Marketing,
- Product Management,
- Key Account Management,
- Commercial Excellence, and/or
- Pricing Management,
- Application/Tech with customer responsibility,
- Business Management,
then this one’s for you. Perfect for anyone who wants to stop pitching features and start selling what customers actually pay for: real value — clearly, confidently, and without giving it away.
The Location
The exact training location in Frankfurt will be announced soon.
The training will take place in Frankfurt, appr. 30 minutes from Frankfurt airport.
Less Theory. More Margin. Here’s what’s in store for you during the training.
Less blah-blah. More doing. A hands-on, practical training with proven tools for chemicals & ingredients, real interaction, real results — not just pretty slides.
Value Selling Tools that work
Get simple, battle-tested tools to sell value with clarity and confidence.
From technical features to customer value
Translate specs and features into business impact — so customers feel the value, not the data sheet.
Value quantification
Learn to quantify what others think can’t be quantified — and unlock the power of value quantification.
How to boost value selling with AI
Let AI do the heavy lifting, so your Value Selling gets faster and better.
Convincing Value propositions
Stop writing “value propositions.” Start building ones that prove value.
the buyers’ perspective
See value and price through the eyes of your customer’s buyer.
Negotiating value
Negotiate value and price when the pressure is on — and keep your margin.
Value-based market communication
Make your market communication value-led — not feature-led.
a x-functional experience
Stop making Value Selling “a sales thing.” Get every function to play their part.
case studies and real-life examples
No fairy tales — real chemical industry cases that show Value Selling works.
Dos and dont’s
Learn what works — and what to avoid — in real B2B Value Selling situations.
Fun and exchange
Smart people, real stories, and the kind of fun you remember.
