What axia value solutions does

Axia Value Solutions is a UK-based, privately held B2B sales consultancy founded in 1999 and operated by founder Mike Wilkinson. It trains and coaches sales organizations on value discovery, value communication, pricing discipline, deal qualification, margin protection, and account development, serving sales leaders, commercial directors, salespeople, business owners, and individual contributors. Delivery is supported internationally through online programs and, where required, client-site workshops across the UK, Europe, the UAE, the USA, Singapore, and Australia.

Its core technology is a codified sales methodology rather than a software platform. The intellectual property centers on the Value Triad, 5-Step Value Sales Process, Seven Challenges, and Sherlock Method, supplementedven plus three books and case-based content. Revenue comes from £47 plus VAT and £147 plus VAT lifetime self-paced course licenses, customized Team Edition engagements, ongoing monthly 12% Club coaching, and strategy sessions and consulting. Acquisition combines self-serve checkout with newsletters, books, search and content marketing, LinkedIn, speaking, a free checklist lead magnet, and Mike-led 30-minute strategy conversations; no third-party reseller network is disclosed.

Name

axia value solutions

Legal name

Axia Value Solutions

Website

https://axiavalue.com

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Axia Value Solutions is a UK-based consultancy that trains and coaches B2B sales organizations to improve discovery, value communication, pricing discipline, and margin protection through proprietary sales-methodology training, team programs, and ongoing coaching.

Ownership category

akta.pro rank

Product category

Sales Training and Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Solution Selling & Value-Based Selling (EDABABAD)

akta.pro secondary industry

Consultative Selling & Discovery (EDABABAC)

Keywords

• Value selling training
• B2B sales coaching
• Sales methodology consulting
• Value communication training
• Sales transformation programmes

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Self-Paced Online Courses: Individual learners purchase lifetime access to self-paced online programs. Seven Challenges of Value at £47 + VAT and Mastering the Value Challenge at £147 + VAT. Revenue recognized at point of sale as one-time license access.
2. Team Training Programs: The Value Challenge: Team Edition combines four online sessions, one face-to-face workshop day, and ongoing 12% Club access. Pricing is tailored based on team size, sector, and scope of customization. Revenue recognized as professional services delivery.
3. Ongoing Development (12% Club): Monthly subscription-style engagement for sales teams providing continuous reinforcement, deal reviews, coaching, and value selling development. Priced based on team size and delivered as an ongoing service.
4. Strategy Sessions and Consulting: Free initial 30-minute value conversations leading to paid engagements. Mike Wilkinson personally conducts strategy sessions and ongoing coaching relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Axia Value Solutions delivers value selling methodology training, coaching, and consulting services for B2B sales organisations. The portfolio spans self-paced online courses for individuals (£47 and £147), tailored blended learning programmes for sales teams, and a recurring monthly reinforcement subscription called the 12% Club. All programmes are anchored in Mike Wilkinson's proprietary frameworks — Value Triad©, the 5-Step Value Sales Process, and the Seven Challenges of Value — and are delivered remotely or in-person across the UK, Europe, UAE, USA, Singapore, and Australia.

Product overview

Axia Value Solutions is a B2B value communication and sales training company offering a portfolio of training programmes and publications. The core offering consists of four programmes: The Seven Challenges of Value (introductory self-paced course at £47), Mastering the Value Challenge (comprehensive 18-module programme at £147), The Value Challenge: Team Edition (tailored blended learning for organizations), and The 12% Club (ongoing monthly reinforcement). These programmes are underpinned by proprietary frameworks including the 5-Step Value Sales Process and the Value Triad©. The company also publishes three books through McGraw-Hill and Abramis, and provides free resources including The Ultimate Value Selling Checklist. A special Sherlock Holmes Series offers case-study content applying detective methodology to value selling challenges.

Differentiator

Problem solved

Functional benefit

Brands

• The Seven Challenges of Value: Self-paced online introduction programme to value selling concepts
• Mastering the Value Challenge
• The Value Challenge: Team Edition
• The 12% Club
• The Value Sales Expert
• The Value Triad
• Value-Based Pricing
• The Challenge of Value
• The Seven Challenges of Value
• The Sherlock Holmes Series

Products and services

• The Seven Challenges of Value An eight-session self-paced online introduction course that explores the core challenges preventing B2B sales teams from selling value effectively, covering value definition, discovery, communication, and post-sale reinforcement. Priced at £47 plus VAT with lifetime access. Designed for individuals seeking an affordable introduction to value selling concepts.
• Mastering the Value Challenge An 18-module comprehensive self-paced online programme building on the Seven Challenges framework, covering opportunity assessment, value discovery, value proposition development, value communication, margin protection, and post-sale value reinforcement. Priced at £147 plus VAT with lifetime access. Designed for individuals wanting a complete development experience.
• The Value Challenge: Team Edition A blended learning programme combining four focused online sessions, one practical face-to-face workshop day, and ongoing reinforcement through the 12% Club. Fully customized to the team's market, sales challenges, and strategic priorities. Tailored pricing based on team size and scope. Optimal team size is 6–20 participants. Delivered by Mike Wilkinson directly.
• The 12% Club An ongoing monthly development programme for sales teams consisting of focused two-hour sessions built around real opportunities, deal reviews, win/loss analysis, coaching conversations, and value selling refreshers. Priced as a monthly subscription tailored to team size and scope. Designed to sustain and deepen value selling capability beyond initial training.

Quantifiable outcome

• 5–12% margin improvement reported by clients after implementing value selling methodology
• +3 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ValueSelling Associates: Direct competitor specialising in value-selling training, methodology, and certification programmes for B2B sales organisations — same category, same buyer, and same consultative-selling positioning as Axia Value.
• Force Management: Sales transformation consultancy that combines methodology, training, and revenue intelligence for B2B sales teams — closely comparable in offering methodology-driven sales enablement to enterprise clients.
• Corporate Visions: B2B sales and marketing training company offering message, story, and conversation programmes for sales teams — directly comparable in sales messaging and value communication training.
• RAIN Group: Sales training and consulting firm focused on consultative selling, negotiation, and account management for B2B sales teams — similar methodology-led training delivered to enterprise sales organisations.
• Richardson Sales Performance: Sales training and performance consultancy offering custom sales programmes, sales coaching, and sales readiness assessments — comparable as a methodology-based B2B sales training provider to mid-market and enterprise clients.
• The Brooks Group: Sales training and consulting firm focused on consultative selling and value creation — overlaps directly with Axia's value selling methodology and similar enterprise customer base.
• Huthwaite International: Research-based sales training firm known for SPIN Selling and consultative selling methodologies — comparable as an established, methodology-driven sales training peer serving enterprise buyers.
• Janek Performance Group: Sales performance and training consultancy offering methodology programmes and sales coaching for B2B organisations — comparable in audience (sales leaders) and methodology-driven offering.

Emerging players

• Pricing Solutions (Hold Your Price / Pricing Prophets): B2B pricing and value management consultancy offering pricing strategy and value-based pricing services — overlaps with Axia's value-based pricing book and margin protection narrative, though more pricing-led than sales-led.
• Sales Readiness Group: B2B sales assessment, training, and coaching provider focused on sales onboarding and continuous learning — comparable audience and methodology training model though narrower focus on sales readiness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/axia-value-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about axia value solutions