OPEN CLASS VALUE SELLING -EMEA EDITION
April 22-23, 2026 in Mainz, Germany
Welcome to our open class training:
Value Selling Essentials (incl. AI) for the Chemical & Ingredient Industry
Your seat is reserved for April 22-23, 2026 | Mainz, Germany!
Increase your pricing power with AI-accelerated Value Selling
Price pressure is everywhere. Discounting is not a strategy.
In this hands-on, cross-company training you’ll learn how to stop selling features and start selling
business impact — so you can defend your price with confidence.
And yes: we embed AI where it actually helps (not where it just looks shiny):
- Research & insight generation: turn public + internal info into sharp account insights and strong conversation starters
- From technical differentiation to customer value: translate specs into outcomes customers pay for (cost, risk, revenue, performance)
- Value quantification: build simple, defensible value calculators — even with imperfect data
- Value messaging & communication: craft value stories, emails, meeting prep and proposal arguments that survive Procurement
After these two days, you will be able to
- Craft compelling value propositions that customers actually care about
- Lead value-driven conversations with technical and commercial stakeholders
- Quantify value and make differentiation measurable and credible
- Prepare and execute value negotiations — and protect margin under pressure
- Sell your price — without giving it away
Built exclusively for the chemical & ingredient industry, this open class is packed with real-world tools, examples, and exercises . Less theory. More margin.
Your trainers:
Dr. Ralf Schmidt
Founder Dude – Double Loop
Marketing & AI Sales Excellence expert with more than 30 years of experience in the chemical industry with a hands-on and down-to-earth mentality. MBTI – certified and focused on Value Selling, Pricing, and Marketing and Sales Enablement.
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.
Learn how to sell and capture value when pricing pressure is high
Why this training is more important than ever in the chemical & ingredient industry
Chemicals & ingredients are getting hit from multiple sides at once: low demand, overcapacities, cost pressure, geopoloitcal uncertainty, volatility, and transformation demands (sustainability + digital). When margins are on the line, the winners aren’t the cheapest — they’re the ones who can prove and defend value.
- Craft compelling value propositions that customers actually care about
- Lead value-driven conversations with technical and commercial stakeholders
- Quantify value and make differentiation measurable and credible
- Prepare and execute value negotiations — and protect margin under pressure
Based on more than 450 years of experience in Pricing in the chemical & ingredient industry.is training you will learn how to deal with the resulting pricing pressure and how to sell and capture value to secure and increase your profitability.
Save the date: April 22 – 23, 2026 in Mainz!
This is your invest …
… into higher margins and profits with Value Selling, networking with peers, and learning from Steve and Ralf with more than 50 years of experience in the chemical & ingredient industry and commercial excellence:
EARLY BIRD
STANDARD
advanced
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.
If you plan to attend with more than two people from your company…
Please reach out to us to receive a promo with a 10% rebate on the desired package.
Send an email to Steve to get your discount:
Who should attend?
If you are in
- Sales,
- Marketing,
- Product Management,
- Key Account Management,
- Commercial Excellence, and/or
- Pricing Management,
- Application/Tech with customer responsibility,
- Business Management,
then this training is designed for you! It is ideal for anyone who wants to enhance their ability to sell and communicate the value you are providing to your customers.
The Location
The exact training location in the Frankfurt / Mainz area will be announced soon.
The training will take place in the Frankfurt / Mainz area, appr. 30 minutes from Frankfurt airport.
Look Forward to Training Topics That Make the Difference:
Our training is hands-on, practical and highly interactive, built on proven tools and concepts tailored to the chemical & ingredient industry, and designed to deliver practical results.
Value Selling Tools that work
Discover practical, easy-to-use tools that help you sell value with clarity and confidence.
From technical features to customer value
Turn technical product features into compelling value that resonates with your customers.
Value quantification
Learn to quantify what people believe cannot be quantified and discover the poer of value quantification.
Convincing Value propositions
Master the ability to create value propositions rooted in real, measurable customer value.
How to boost value selling with AI
Boost speed and quality of Value Selling by using Artificial Intelligence.
the buyers’ perspective
See value and price through the eyes of your customer’s purchaser.
Negotiating value
Learn how to negotiate value and price – even when pricing pressure is high.
Value-based market communication
Learn how Value Selling can transform your entire market communication.
a x-functional experience
Understand what different functions can — and should —contribute to successfully implement Value Selling.
case studies and real-life examples
See how Value Selling works in practice through real cases from the chemical industry.
Dos and dont’s
Learn what really works – and what to avoid—when applying Value Selling in real B2B sales situations.
Powerful Value Selling Tools for discovering, quantifying, and selling the unique value or your products and solutions
AI for research, insight creation, exploring value arguments, value quantification, and message design
Realistic and chemicals-specific cases and negotiation role plays that are fun
A deep dive into the Purchaser’s Perspective, their insights and tactics
Hands-on and down-to-earth delivery by two very experienced trainers
Answers to your specific challenges and questions and lots of fun and exchange
Here’s what’s in store for you during the training
And there will plenty of time and opportunities for exchange networking.
