When sales executives say, "we have great service," "we are customer centric," or "our offerings are the best," - they just sound like their competition. When sales executives market and sell like their competitors - they become identical to their competitors . . . and they have to price their product or service equal to or less than their competitors. Value Forward Selling focuses on a premeditated approach in which sales, marketing, and strategy are integrated into one outbound revenue capture program. This book trains salespeople of all experience levels how to become a peer in the boardroom, instead of a vendor waiting in the hallway. Whether you are just starting your sales career or you are an experienced sales executive ? the techniques provided in this book will enhance your skills and enable you to communicate value up front, find clients, shorten your sales cycle, present like a pro, and close deals.