Solving the Value Mystery with Mike Wilkinson

“Value isn’t what you do. It’s what the customer gets.”

In this episode, host Rebecca Kalogeris speaks with Mike Wilkinson, Value Sales Expert and Director at Axia Value Solutions, about what it really means to understand and communicate value in sales and why it’s essential for product managers, marketers, and sales teams to align around a customer-first mindset.

Mike introduces the “value triad”—revenue gain, cost reduction, and emotional connection—as a practical framework for crafting value propositions that resonate. He also explores the cost of inaction, the role of curiosity in sales conversations, and how product teams can support sales with more relevant, outcome-driven tools and messaging.

Whether you're building the next great product or trying to get it sold, this episode delivers insights on defining value from the buyer’s perspective and why that makes all the difference.

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Pragmatic Institute is the global leader in Product, Data, and Design training and certification programs for working professionals. Learn more at www.pragmaticinstitute.com.