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LifestyleMaster value selling instead of price (Udemy.com)
Proven Strategies for Mastering Value-Based Negotiations & Sales
Created by: Amaro Araujo
Last updated September 2025
Our take
Based on the ratings of 3,703 students, a sample of their written reviews and the syllabus, as the course stood in September 2025. No course pays to be reviewed.
Amaro Araujo's course is a short introduction to value selling, aimed at people in B2B sales who keep getting dragged into price haggling. It runs 74 minutes across 14 lectures and seven sections, covering what value means, why value selling sometimes falls short, how to tighten a proposal, and how negotiation and closing play out. There are four quizzes, two practice tests and a business case at the end. It is a short primer rather than a full toolkit, and the requirements assume you already know the basics of sales and pricing.
Reviews are mostly warm. Of 3,703 ratings, 1,617 are five stars and 1,309 are four, for a 4.5 average. Students like that it gets to the point without piling on theory, and several single out the movie clips, including 12 Angry Men, as a smart way to show persuasion at work. The complaints are consistent. Reviewers call the narration soft and monotone, say slides go by fast with no recaps, and one mentions grammar slips and quiz questions out of order. One reviewer wanted the movie section introduced better.
At just over an hour, it is a small commitment, and the page shows an update in September 2025. Reviewers who already sell on value say it confirms their approach rather than adding new tricks. The AI role plays are an optional extra, and the templates and eBook are bonus material, not the heart of it. It suits newer reps and people moving into sales best. Experienced negotiators will probably want something deeper.
Pros
- Short at 74 minutes and gets to the point without much theory
- Movie clips such as 12 Angry Men put negotiation concepts in concrete scenes
- Quizzes, practice tests and a business case let learners check what stuck
- Rated 4.5 across 3,703 reviews, with most students giving four or five stars
Cons
- Narration is described as soft and monotone, which some found hard to stay with
- Some slides move fast and there are few recaps, so reviewers rewound often
- Movie section has no introduction, and one reviewer hit typos and out-of-order quiz questions
Illustrations from the movies were used brilliantly to contextualize the course material with concept of negotiation!
Listed for all levels, but it assumes basic sales and pricing knowledge. Best for junior or B2B reps.
What you will learn
- Learn how to move away from a simple "vendor" to a position of strategic supplier.
- How to use value as the main focus of sales discussions
- Have deeper discussions with your customers to understand their real needs
- To Leverage margins, know how important your products are to the customer
- Differentiate from competition
- secure market share
- define and leverage value propositions
- How to become a partner and expert instead a regular seller
Course content
7 sections · 14 lectures · 1.2 hours of video 4 quizzes, 2 practice tests, 1 assignment
- 1Introduction 1 free preview1 lecture · 2 min
- 2What is value, concept and levels 1 free preview3 lectures · 1 quiz · 23 min
- 3Why value selling falls short, how can you mitigate2 lectures · 1 quiz · 11 min
- 4Optimizing your proposal2 lectures · 1 quiz · 7 min
- 5Powerful scenes of proposals, negotiation and deal closing5 lectures · 28 min
- 6Practice Section (Sales Test & Business case)2 quizzes
- 7Bonus Lecture & support material1 lecture · 3 min
Who it is for
The instructor says it suits
- Sales Reps struggling with pure price discussions
- Anyone having difficulties with their prices and market positioning
- Sales reps or business managers struggling with their margins
- future sales reps
- Business students about to enter work marketplace
- job starters or entry level professionals in business or sales
What you need before you start
- Basic knowledge of sales and the sales process
- Notions of pricing, costs and drivers
- Business understanding
Course Description
Unlock the Secrets to High-Impact B2B Sales – Master Value Selling in 2025
The author of the bestselling books Career Path Compass and Sales is My Passion shares his insights, knowledge, and years of experience distilled into this exclusive course: “Value Selling Mastery: Win More Deals Without Competing on Price.”
Are you ready to elevate your sales game and close bigger, more profitable deals?
I once faced a negotiation where the buyer’s only focus was price. It felt like a losing battle until I shifted the conversation away from cost and toward the unique value we could deliver — reduced risk, faster delivery, and long-term partnership. Not only did we win the deal without discounting, but we also became their preferred supplier. The lesson? Price is only an issue when value is unclear. This course shows you how to make your value crystal clear.
Why This Course is a Must-Have for Sales Professionals:
Sell More Effectively: Shift the focus from price to value and win bigger, better deals.
Stand Out from the Competition: Avoid price wars and differentiate with compelling propositions.
Boost Your Revenue: Increase profitability through loyalty and value-driven negotiations.
What You’ll Learn:
Value Selling Principles: The mindset and strategies behind successful value-based sales.
Persuasive Techniques: How to position your solution for maximum impact.
Proven Frameworks: Tools for building and delivering compelling value propositions.
Handling Price Objections: Confidently justify your pricing and close stronger deals.
Avoiding Sales Mistakes: Spot and prevent common pitfalls in value selling.
By the End of This Course, You’ll Be Able To:
Identify and leverage customer pain points.
Communicate with confidence in value-driven conversations.
Deliver tailored, high-impact solutions.
Overcome price objections and close higher-value contracts.
Measure and refine your value-selling approach for long-term growth.
Who Should Take This Course?
Sales Professionals: Tired of competing on price.
Entrepreneurs: Looking to strengthen their sales effectiveness.
Business Development Managers: Focused on higher-margin opportunities.
Anyone in B2B Sales: Eager to master value-based negotiations.
Flexible Learning, Maximum Impact:
Self-Paced & Accessible: Learn anytime, anywhere, on any device.
Engaging Discussions: Interact with peers and the instructor in our learning forum.
Exclusive Bonus Materials:
Downloadable Templates: Ready-to-use tools to apply your learning.
Bestselling eBook: Sales is My Passion (included as a PDF).
Career Evolution Guide: Insights on how mastering value selling can transform your career.
Optional AI Role Plays: Practice handling objections and value-selling conversations in safe, interactive simulations. These are an optional bonus — the core course remains based on expert-led lessons and real-world cases.
Stop Competing on Price. Start Selling on Value.
Buyers respect price, but they commit to value. This course will help you make sure they see it, feel it, and choose it.
Enroll today and learn how to sell smarter, negotiate stronger, and win more profitable deals.
“Price ends conversations. Value opens doors.” – Amaro
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Instructor Details
- 4.5 Rating
3,703 Reviews
Amaro Araujo
About Me
With over 25 years of experience in international B2B sales, I have built a successful career managing strategic accounts across multiple industries. I have led high-stakes negotiations, secured contracts worth up to $50 million, and worked closely with some of the world’s leading corporations.
Fluent in six languages, I bring a global perspective, cultural adaptability, and deep industry insights to every business challenge. My expertise spans a wide range of companies—from small manufacturers to multinational giants—navigating complex sales cycles, high-level negotiations, and sophisticated procurement structures.
As an instructor, I am passionate about empowering professionals with practical, real-world strategies in sales, negotiation, and business management. My training—both online and in-person—focuses on value-based selling, strategic account management, leadership, conflict resolution, time management, productivity, remote work, and career development.
I am also the author of Sales is My Passion and Career Path Compass, available on Amazon and major bookstores, where I share my firsthand experiences and insights from the frontlines of global sales.
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Reviews
By Luthando Sindisiwe Moni on 9/27/2026
Enlightened how important it is to sell value more than the price. Give excellent service and to become the first person your client thinks of in time of need
By Nothando Shazi on 9/15/2025
I have learned so much that include price only an issue when value is unclear, the importance of selling something to customer they have to see the value of it
By Cecilia Mofokeng on 8/18/2025
I found the course to be a good match for my interest and goals. The content was well organized and the teaching method were effective for my learning style
By Mamdouh Mohamed on 4/1/2025
On this Tuesday morning, April 1st, 2025, I felt compelled to express my sincere appreciation for the powerful impact your course has had on my personal and professional development. Though the course was simple in structure, it delivered profound results. I’ve gained not only new phraseology that sharpens my communication, but also a stronger mindset shaped by proven strategies. These insights are actively helping me evolve into a more confident and capable sales professional.
By Paul Dube on 12/9/2023
The examples of how to effectively communicate and achieve goals given by different movies/films was excellent and it kept me interested. The example of how to influence people from the "12 Angry Men" was fantastic. I've taken "value added selling" classes before but I really like this approach. Great training.
By Anonymized User on 11/11/2023
I will be joining a sales job soon and wanted to learn more about selling hence I took up this course. This course really provides certain frameworks that I think would be good to have, especially as a beginner, when I am start my sales job
By Anonymized User on 8/4/2023
It teaches us how to differentiate between customers who are only looking for cost plus and the ones looking for value so that you can handle the right ones that suit your business and the services/products you are selling
By Yuya Hamada on 3/20/2023
It was an excellent opportunity to learn "Selling value vs price" because we are in a situation where our competitor's prices are lower than ours and we are struggling to increase our sales for retail.
By Anonymized User on 3/20/2022
Make no mistake, this is an introductory/beginner course and most appropriate if you have never heard of the concept of value selling. While there's not a lot of "advanced" sales training, the instructor is knowledgeable and he includes a lot of "extras" -- useful resources for someone starting in sales but do not directly pertain to the course material.
By Larnelle Britz on 5/19/2020
I enjoyed this course especially because I have always been one for selling value instead of price. I received more tips and new strategies to sell value instead of price. Worth watching more than once to grasp all the concepts.
Quality Score
No CourseDuck member has rated this course yet. Taken it? Give each part a thumbs up or down.
Overall Score : 90 / 100
- Video Duration:
1.2h - Price: $54.99
- Provider: Udemy
- Updated:
September 2025 - Level:
All Levels - Language:
English - Certificate:
Yes - Lectures:14 in 7 sections
- Practice:4 quizzes, 2 practice tests
- Students:10,200
- Subtitles:3 languages
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