Ashton Bishop – Nail Your Value, Nail the Sale: How to Win on Value, Not Price

Drawing on his experience in marketing, strategy and customer behaviour, Ashton Bishop explores why businesses need to think beyond price when winning customers.

As CEO of Step Change, Ashton shares why the strongest businesses focus on creating and communicating value. He also explores what this means for leaders looking to stand out in competitive markets.

In this session, Ashton examines how customers make decisions. He explores why emotional connection matters. He also looks at how businesses can create greater value throughout the customer journey.

Ashton challenges leaders to look beyond price as the main lever for winning business. Instead, organisations need to understand what customers truly value. They also need to make that value clear.

Key Takeaways

✔ Price isn’t the only way to compete
Competing on price can put pressure on margins. It can also limit investment in growth. Businesses can create stronger differentiation by focusing on the value they deliver.

✔ Emotion influences buying decisions
Customers don’t always make decisions rationally. Emotional connection can play an important role in earning consideration and building trust.

✔ Most customers aren’t ready to buy yet
Most of a market may not be actively looking to purchase. Staying relevant and front of mind matters long before customers are ready to buy.

✔ Value is about more than the product
Customer value is shaped by the overall experience. This includes the benefits, confidence and ease customers associate with a business.

✔ Small changes can make a big difference
Businesses don’t always need to reinvent their offering. Small improvements to the customer experience can create more value. Removing unnecessary friction can also have a meaningful impact.

Throughout the discussion, Ashton highlights why businesses need to understand and communicate their value effectively. Doing so can help create stronger customer relationships without relying on price alone.

Leaders can shift the focus from “What does it cost?” to “What is it worth?” This creates new opportunities to differentiate, strengthen the customer experience and win more business.

Hosted by Stephanie Christopher, Managing Director of Vistage Australia & New Zealand, this webinar provides CEOs and business leaders with practical perspectives on creating customer value and competing more effectively.