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Value Based Selling – FULLY BOOKED!

Online masterclass – for sales executives

16 June 2021 | 09:00 - 18 June 2021 | 12:30

IFFI Event Value Based Selling

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How to become a trusted adviser?

During the online masterclass ‘Value Based Selling’ sales professionals will learn and apply BtB sales concepts by training and upgrading their skill set. In three modules they will be introduced to and become familiar with sales best practices presented by sales managers of IFFI members.


In the first module the participants will get the strategic understanding of becoming a trusted adviser instead of a preferred supplier. The second module will provide the participants with learnings of value based selling, defining value for a specific customer. The third and final module will include an assignment on the value elements combined with customer motivation. The outcome of this masterclass will help sales professionals to become consciously competent assuring a full embedding of the acquired learnings.

16 June 2021, 1st module

09.00 – 12.30 hrs




17 June 2021, 2nd module

09.00 – 12.30 hrs







18 June 2021, 3rd module

09.00 – 12.30 hrs

From supplier to trusted adviser

How to develop a different relationship?

How to build trust?

Who is involved in the DMU?

Taking the lead and work together.

Value Selling

What is value in B2B markets?

Understanding value, creating value and delivering value.

What drives / motivates your customer?

How to define value fort his specific customer?

Afternoon  –  Individual assignment – Define your potential value elements.

Value Selling elements – Confirmation

Workshops on the value elements – outcome assignment of 2nd module.

Value combined with customer motivation, get your motivation.



Anja van der Wurff, trainer/coach/practitioner Kenneth Smith




Anja van der Wurff, trainer/coach/practitioner Kenneth Smith






Anja van der Wurff, trainer/coach/practitioner Kenneth Smith

The three modules are facilitated by Anja van der Wurff, an experienced trainer of sales teams working in international B2B environments. Anja is partner at Kenneth Smit. 

She is making tailor made programms for companies to develope their people in their communication skills. Often sales teams to improve their commercial skills but also management teams, middle management and other departments of the companies. She is also practitioner in the Insights Discovery methodology. Working with (project) teams to get a better insight in themselves and in each other to improve the effectiveness. 

Her own background is international B2B Sales in the foodindustry. Nearly 25 years in various sales and management positions gives her the perfect practice experience that she uses in her role as business improver/trainer. 

As a partner of Kenneth Smit, value has been added to bring this experience to develope individuals and teams on their commercial and managerial skills.

Anja van de Wurff

Anja van der Wurff, trainer at Kenneth Smit

The online masterclass is for sales professionals and managers in the food (ingredients) industry who wish to be informed and engaged with the latest insights and best practices of selling food ingredients.

Registration is open for members and non-members:

  • IFFI Members: participation is covered by the membership fee. *
    Please register by filling in your login details
  • Non-members: € 150,-/module (excl. VAT)’

* IFFI members are employed by the IFFI member companies


As we would like to send all registered attendees a small gift before the start of the event, we included a question in the registration form, asking for the (private) address, where the gift can be sent to.


Online event hosted by IFFI Studio.


16 June 2021 | 09:00
18 June 2021 | 12:30
Free – €150.00
Event Category:


Online event


+31 (6) 254 333 96