Six Steps to Developing MUSICAL Value Propositions that Sell

Thursday 11th October


Sheffield Business School, Sheffield Hallam University, Howard Street, Stoddart Building, Sheffield S1 1WB


The Event

We’re delighted to be joined by Tony Hughes, CEO of Huthwaite International, world leading training provider and behaviour change specialist, who will be opening the launch of the ISM North Event.

In a world where the competition is fierce and fast acting, and customer demands are heightened, 58% of B2B sales are lost to the biggest competitor of them all, Inertia. This is because selling organisations, both through their sales and marketing, don't do a good enough job of helping the customer see and make the case for change, so they stick with what they've got. Six Steps to Developing MUSICAL Value Propositions that Sell will help you break that inertia and sell more - on customer value.

During this interactive session, Dr Paul Johnston and Dr Simon Kelly will help you develop MUSICAL value propositions that sell based on their book "Value-ology: Aligning Sales and Marketing to Shape and Deliver Profitable value Propositions".

Session 1 What value is your customer looking for vs. what value do you talk to him about.


Paul will explore the different types of value customers are looking for and the importance about being clear what customer value is. How do you draw customer value out in a sales conversation?

In this session Paul will challenge you to consider how you currently communicate value to customers vs. what they may really be looking for.

Session 2 How to create a MUSICAL Value proposition that sells.


Simon will walk you through the process for developing a MUSICAL value proposition that will resonate with your customers and help you sell more. In an interactive session you will be able to complete a value proposition exercise designed to help you sell more effectively.


Dr Paul Johnston has 14 years academic teaching and research experience at Sheffield Business school after 17 years prior commercial experience including private sector board level roles in the leisure and electronic games and gaming business.

Paul’s academic research looks at the practice of experienced sales and marketing professionals and how they propose value to their customers and combines a fascination with interpersonal communication, creativity, innovation, change and leadership with marketing and sales capability development. 

Dr Simon Kelly is Senior Lecturer in Marketing and Sales at Sheffield Business School. A 'pracademic' Simon has over 30 years' experience in the ICT industry in Customer Service, Sales, and Marketing. He was Marketing Director for BT's Major Business Division until where he was responsible for marketing to BT's top 2000 Business and Government customers.

Simon is Principal of Shake Marketing Group and Chief Executive Officer of Cohesion Marketing Services.  These marketing practices focus primarily help B2B organisations grow through a better understanding of customer value and cohesive marketing and sales.

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