Consultative Sales Training for B2B Teams | PIB Selling
A Workshop with Fabio Marques

PIB Selling

Advanced Consultative Selling to Accelerate Business Development.

Turn every sales conversation — in person or virtual — into a value conversation your clients actually welcome. Deals move faster, margins hold, and everyone leaves the table better off.

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4,000+
Paid Presentations
20,000+
Hours on Stage
300+
Organizations Served
20+
Countries
The Problem You Already See

Your best salespeople know the product. The deal still stalls on price.

There is a salesperson on every team I meet who can explain the product better than anyone. Every feature, every spec, every advantage. And when the client goes quiet and says "let me think about the price," that expertise suddenly has nowhere to go. The conversation becomes a negotiation about discounts.

Not because the product was weak. Because the conversation was about the product, when it needed to be about the client.

Clients do not buy features. They buy the value of solving a problem they care about.

That is what this workshop trains your team to do — ethically, and without a trace of pressure.

Why It Matters to the Business

What feature-selling actually costs.

PIB Selling is a simple way to structure any sales conversation around three things: the client's Problem, its Impact, and the Benefit of solving it. Here is the case for it.

Problem

Selling features, not value

Teams lead with the product and its price instead of uncovering what the client actually needs — so the conversation turns into a debate about discounts.

Impact

Slower cycles, thinner margins

Deals drag on, discounts creep in, good opportunities are lost, and clients feel sold to rather than served — the opposite of loyalty.

Benefit of Solving the Problem

Value conversations clients welcome

Your team leads conversations that build trust: higher win rates, healthier margins, shorter sales cycles, and clients who come back and refer others.

The Transformation

What your salespeople can do afterward.

1

Open a conversation by uncovering the client's real problem and interests — instead of launching into a pitch.

2

Quantify the impact of that problem in the client's own terms — time, money, and risk.

3

Connect the solution to concrete benefits across technical, operational, and economic value.

4

Ethically influence and persuade — building trust, never using pressure or manipulation.

5

Handle price and objections by returning to value, protecting the margin instead of discounting.

6

Run the same approach with equal confidence face to face or virtually.

The Program

Six modules. One immersive day. Every deal gets sharper.

1

The Value Conversation

Reframe selling as serving. Why the client's problem — not your product — is the real starting point of every deal.

45 min
2

PIB: Problem, Impact, Benefits

The core framework. How to surface the client's real problem, quantify its impact, and connect your solution to concrete benefits.

80 min
3

Prepare to Influence

Know the client before the conversation — their people, interests, motivations, and likely objections — so you walk in ready, not hoping.

60 min
4

Ethical Influence & the Six Motivators

What genuinely moves a client to decide — and how to speak to it honestly, without pressure or hype.

70 min
5

Value Over Price

Handle objections and protect your margin by returning every price conversation to the value the client actually receives.

60 min
6

Your Next Real Deal

Apply the whole method to one live opportunity on your pipeline. Not theory — the next deal you need to win.

30 min
The Signature Exercise

The Value Conversation Rehearsal

Each participant takes one real, active deal from their own pipeline and rebuilds it around the client's problem, its impact, and the benefit of solving it — then rehearses the opening of that conversation live, with coaching. It works because it is not a hypothetical. It is a deal they need to win this quarter.

People do not rise to the level of the training. They rise to the level of their preparation.

By the end, every salesperson leaves with one deal already reshaped — and a repeatable way to do it with the next hundred.

Built for Serious B2B Selling

Why this fits complex, high-value sales.

Value, not discounting.

The method trains the reflex to compete on the value delivered — not the price offered — which is where margin is won or lost in B2B deals.

Integrity, not pressure.

Every technique is built on ethical influence. Nothing pushy, nothing manipulative — the approach that earns repeat clients and referrals.

In person or virtual.

The same conversation framework works across the table or across a screen, so your team is effective wherever the deal happens.

Format

How it runs inside your organization.

Duration
One full day
or two half-days
Group Size
8–16
per cohort
Delivery
In person
or virtual
Each Leaves With
A live deal
reshaped
Your Facilitator

Fabio Marques

Fabio Marques

Creator of the Magna Influence Method — an integrated system that brings Leadership, Sales, and Service Excellence together so organizations grow through genuine trust rather than pressure or manipulation. After a career in technical services and sales inside Siemens, IBM, and Alcon Surgical, Fabio has spent thirty years helping teams sell more by serving better.

Four thousand paid presentations. More than twenty thousand hours on stage. More than three hundred organizations across twenty countries. His clients have produced measurable results — one recorded a 14× return, a 1,302% ROI, within nine months of applying value-based selling.

Fabio has trained and spoken for teams at leading technology, engineering, and life-sciences organizations, including:

Apple Microsoft Cisco Oracle SAP Unisys Motorola Solutions Schneider Electric BASF Bayer Merck Life Sciences US Army ERDC
Common Questions

What sales leaders ask before booking.

Who is this workshop for?

B2B salespeople and sales teams — and the experts and business developers who need to sell their own services. It suits complex, relationship-driven, higher-value sales more than transactional, one-time selling.

Is this a high-pressure "closing techniques" course?

No — the opposite. Every method is built on ethical influence: understanding the client, creating real value, and earning the decision honestly. It is designed to win repeat clients and referrals, not to push people.

How long is it, and how many people can attend?

One full day, or two half-day sessions. Each cohort runs 8–16 salespeople so everyone practices on a real deal and gets coaching.

Can it be delivered virtually?

Yes. The workshop runs in person or virtually, and the conversation framework itself works equally well face to face or over a screen.

What will the team be able to do afterward?

Open with the client's problem instead of a pitch, quantify its impact, connect the solution to concrete benefits, influence with integrity, and defend value instead of discounting — in person or virtual. Each person leaves with one live deal already reshaped.

Who leads the workshop?

Fabio Marques, creator of the Magna Influence Method, with thirty years and more than 4,000 paid presentations across 20+ countries — and clients who have measured returns as high as 14× from value-based selling.

How do we bring it to our team?

Schedule a call to discuss your team, your goals, and dates. The examples and practice deals are tailored to your industry so the day maps directly to the sales your people actually make.

Your team doesn't need to push harder. They need to sell on value.

Let's talk about bringing PIB Selling to your sales organization.

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