ValueSelling Associates
ValueSelling Associates is a private B2B sales training firm founded in 1991 that licenses its proprietary ValueSelling Framework® methodology to over 1,000 enterprises globally, delivering instructor-led training, AI-enabled coaching, and eLearning through a worldwide associate network.
- Company typePrivate
- Founded1991
- HeadquartersRancho Santa Margarita, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ValueSelling Associates does
ValueSelling Associates is a private, US-headquartered B2B sales training firm founded in 1991 that develops and licenses a proprietary value-based selling methodology. Its core product is the ValueSelling Framework®, a structured Engage–Qualify–Advance–Close process, augmented by specialized programs including Vortex Prospecting® (multi-channel prospecting), ValueSelling Account Planning, Competitive Differentiation, and a Marketing Pros alignment program. The portfolio also includes RevTech and AI-enabled tools — notably ValueCoach AI™ (an AI-powered role-play and coaching product launched in 2025), eValuePrompter® (a collaboration/RevTech toolset), and the VSAP account planning toolset — alongside an eLearning and microlearning library (eValueSelling Fundamentals, Executive Speak, ValueSelling@Work, Vortex@Work, Master Virtual Sales Communication).
ValueSelling monetizes through a hybrid model: high-touch professional services (in-person sales training, virtual instructor-led training, and ongoing sales coaching) form the revenue backbone, supplemented by recurring revenue from RevTech and eLearning subscriptions, plus one-time book revenue. Programs are priced on a quote basis, customized to each client's industry, sales cycle, and challenges. The target customer is enterprise and mid-market B2B organizations in complex selling environments, with named installations including Cisco, Google, NCR, YouTube, Justworks, and Perceptyx. Delivery is executed by a US corporate team plus a global network of independent associate licensees that provide local-language delivery on virtually every continent.
The company is founder-led by President & CEO Julie Thomas (author of 'The Power of Value Selling'). Recent activity includes the April 2026 launch of an Asia-Pacific presence through Managing Partners in China and Japan, the 2025 release of ValueCoach AI, the April 2025 Aberdeen Strategy & Research co-research, and 2026 industry recognition (Selling Power Top Sales Training Companies, Grand Stevie Award for Sales and Service). Despite 30+ years of operating history, ValueSelling remains small (11–50 employees), is privately held with no disclosed external funding, and operates with no parent company.
ValueSelling Associates firmographics
Firmographics- Name
- ValueSelling Associates
- Legal name
- ValueSelling Associates, Inc.
- Website
- https://valueselling.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ValueSelling Associates is a private B2B sales training firm founded in 1991 that licenses its proprietary ValueSelling Framework® methodology to over 1,000 enterprises globally, delivering instructor-led training, AI-enabled coaching, and eLearning through a worldwide associate network.
- Ownership category
- akta.pro rank
ValueSelling Associates industry classification
Industry- Product category
- Sales Training and Enablement
- akta.pro primary industry
- Solution Selling & Value-Based Selling (EDABABAD)
- akta.pro secondary industries
- Prospecting & Lead Generation (SDR/BDR) (EDABABAB), Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD), Corporate Training Course Marketplaces (B2B Content Libraries) (EDAFAIAH)
Keywords
Where ValueSelling Associates is headquartered
LocationHeadquarters
- HQ city
- Rancho Santa Margarita
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
ValueSelling Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Sales Training Programs: Instructor-led sales training programs (both face-to-face and virtual) delivered to enterprise clients. Programs include foundational workshops, leadership training, and skills workshops.
- Sales Coaching Services: Ongoing coaching services to ensure ValueSelling Framework is effectively installed, adopted, and leveraged continuously by client organizations.
- RevTech Tools Subscriptions: AI-powered tools including ValueCoach AI and eValuePrompter delivered as technology products.
- eLearning Programs: Self-paced digital learning including eValueSelling Fundamentals, Executive Speak, ValueSelling@Work microlearning, and Master Virtual Sales Communication.
- Book Sales: Publication and sale of 'The Power of Value Selling' book by CEO Julie Thomas.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
ValueSelling Associates product offering
Product offeringCore offering
ValueSelling Associates delivers a proprietary B2B sales training methodology (the ValueSelling Framework) along with instructor-led and virtual training, ongoing sales coaching, AI-powered coaching tools (ValueCoach AI), RevTech toolsets, and eLearning programs. The offering is designed to help enterprise and mid-market revenue teams compete on value rather than price through a common language for qualification, forecasting, deal reviews, and coaching.
Product overview
ValueSelling Associates offers a platform-plus-modules sales training portfolio built around the ValueSelling Framework® core methodology. The core offering is the ValueSelling Framework®, a value-based sales methodology with an Engage, Qualify, Advance, Close process, complemented by specialized programs including Vortex Prospecting® for prospecting, Account Planning for strategic account growth, Competitive Differentiation for messaging, and Marketing Pros for sales-marketing alignment. Supporting the core methodology, the company provides AI-powered tools (ValueCoach AI™ for coaching and role-play), RevTech toolsets (eValuePrompter® and VSAP for sales metrics and account planning), and eLearning modules (eValueSelling Fundamentals, Executive Speak, and microlearning via ValueSelling@Work and Vortex@Work). Programs for sales leaders and managers coach adoption of the methodology across teams. Services include in-person sales training, virtual instructor-led training, and ongoing sales coaching.
Differentiator
Problem solved
Functional benefit
Brands
- ValueCoach AI™: AI-powered value-based sales coaching and role-play tool that enables revenue teams to accelerate behavior change and improve coaching outcomes.
- eValuePrompter®
- eValueSelling™ Fundamentals
- Executive Speak™
- ValueSelling@Work™
- Vortex@Work™
Products and services
- ValueSelling Framework The foundational sales methodology that aligns revenue teams around a common language using an Engage, Qualify, Advance, Close process, enabling customer-facing roles to compete on value rather than price.
- Vortex Prospecting A multi-channel, strategically choreographed approach to sales prospecting that reliably fills the sales funnel through coordinated outreach across multiple channels.
- ValueSelling Account Planning Account planning solution that maximizes selling efficiency by identifying high-potential opportunities and developing strategies to grow existing business.
- ValueSelling for Marketing Pros A specialized program that aligns marketing and sales teams to increase top-of-funnel activity, improve customer experience, and build brand trust.
- ValueSelling for Competitive Differentiation Training program that teaches teams to create compelling messaging and value propositions that result in premium pricing and competitive differentiation.
- ValueCoach AI An AI-powered sales coaching and role-play tool that enables revenue teams to accelerate behavior change, improve coaching outcomes, and maximize efficiency throughout the buying process.
- eValuePrompter A RevTech toolset that facilitates cross-functional collaboration and increases the adoption of ValueSelling methodology to key sales metrics.
- ValueSelling Account Plan (VSAP) A toolset that empowers revenue teams with enhanced account intelligence to identify expansion opportunities and develop strategic account plans.
- eValueSelling Fundamentals An eLearning program that provides the foundation of ValueSelling vocabulary, terms, processes, and concepts in under 3 hours.
- Executive Speak An eLearning program that builds business acumen and financial literacy to boost seller confidence and enable them to sell to C-suite executives.
- ValueSelling@Work Microlearning content that helps salesforces build skills, reinforce habits, and achieve results immediately through bite-sized learning modules.
- Vortex@Work Microlearning that reinforces crucial sales prospecting habits to prime the revenue engine and reliably fill the sales funnel.
- Master Virtual Sales Communication A microapp that provides practical training for global sales teams to improve virtual communication skills.
- Sales Training Services Award-winning value-based sales training designed for salespeople by salespeople, delivered in-person.
- Virtual Sales Training Virtual instructor-led training programs helping sales organizations engage, qualify, advance, and close opportunities efficiently and effectively.
- Sales Coaching Services Coaching services ensuring the ValueSelling Framework is effectively installed, adopted, and leveraged continuously for sustained results.
Quantifiable outcome
- 3.3x year-over-year growth in sales team quota attainment for companies integrating AI with sales coaching
- +5 more outcomes
Companies that use ValueSelling Associates
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
ValueSelling Associates technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
ValueSelling Associates partnerships and signals
Strategic signalScale indicators10 records
Recent moves6 records
Expansion highlights4 records
ValueSelling Associates competitors and assessment
Company assessmentDirect peers
- Janek Performance Group: Sales training, coaching, and consulting firm delivering methodology-driven programs (e.g., Sales Performance Benchmark) to enterprise clients — directly comparable methodology-based training peer.
- RAIN Group: Global sales training and consulting firm focused on consultative/value-based selling, sales coaching, and custom workshops for enterprise and mid-market clients — close direct peer in value-selling methodology training.
- Winning by Design: B2B sales training and enablement firm offering the SBR methodology, coaching, and online academies for SaaS revenue teams — directly comparable modern methodology training peer targeting enterprise SaaS sales orgs.
- Wilson Learning: Global sales and leadership training provider with proprietary methodologies, measurement-driven learning solutions, and an international licensee-style delivery network — directly comparable in methodology IP and global training delivery.
- Sandler Training: Global sales training methodology franchise delivering ongoing B2B sales training, coaching, and certification across an independent licensee network — the closest direct peer to ValueSelling's training-plus-licensee model.
- Force Management: B2B sales transformation firm selling the Force Management methodology and Command of the Message framework to enterprise revenue teams — directly comparable methodology-centric, enterprise-focused peer.
- Richardson Sales Performance: Long-established B2B sales training and performance company offering methodology-based training, coaching, and sales leadership development for enterprise customers — directly comparable methodology-led model.
Emerging players
- Sales Assembly: B2B sales training, education and community platform focused on SaaS revenue orgs — comparable in customer segment (B2B enterprise SaaS sales) but with a more modern, content/community-led GTM.
- Gong.io: AI-driven revenue intelligence and sales coaching platform with built-in AI role-play and coaching features — adjacent/emerging competitor as AI sales coaching converges with conversation intelligence and risks displacing standalone training tools like ValueCoach AI.
Broad incumbents
- Dale Carnegie Training: Iconic, broad-based sales, leadership and professional development training company with global franchise network — overlaps in sales training but with a much wider portfolio spanning leadership, communication, and presentation training.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
ValueSelling Associates social profiles
Digital presenceValueSelling Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
ValueSelling Associates leadership team
Management profileNumber of profiles
Profiles5 records
ValueSelling Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ValueSelling Associates M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ValueSelling Associates
What does ValueSelling Associates do?
ValueSelling Associates delivers a proprietary B2B sales training methodology (the ValueSelling Framework) along with instructor-led and virtual training, ongoing sales coaching, AI-powered coaching tools (ValueCoach AI), RevTech toolsets, and eLearning programs. The offering is designed to help enterprise and mid-market revenue teams compete on value rather than price through a common language for qualification, forecasting, deal reviews, and coaching.
Is ValueSelling Associates a public or private company?
ValueSelling Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ValueSelling Associates founded?
ValueSelling Associates was founded in 1991. It employs 11 to 50 people.
Where is ValueSelling Associates based?
ValueSelling Associates is headquartered in Rancho Santa Margarita, United States, in the North America region.
How does ValueSelling Associates make money?
Five revenue lines are on record. Sales Training Programs are the primary driver. The others are sales Coaching Services, revTech Tools Subscriptions, eLearning Programs and book Sales.
Who are ValueSelling Associates's main competitors?
Direct peers on record are Janek Performance Group, RAIN Group, Winning by Design, Wilson Learning, Sandler Training, Force Management and Richardson Sales Performance. Emerging players are Sales Assembly and Gong.io. Dale Carnegie Training is listed as a broad incumbent.
Does ValueSelling Associates have an API?
No public API is recorded for ValueSelling Associates.
What industry is ValueSelling Associates in?
ValueSelling Associates's product category is Sales Training and Enablement. Its primary akta.pro industry code is EDABABAD, Solution Selling & Value-Based Selling, with a secondary code of EDABABAB, Prospecting & Lead Generation (SDR/BDR).