What We Do

We help commercial teams know, price and sell their company’s value in a way the salesforce can champion and their customers want. We use proven, straightforward methods and frameworks that build lasting skills and develop teams.

How is VALUE defined in your organization?

Holden Advisors defines value as, “the financial impact a company’s offerings have on its customers.”


Holden Advisors has dedicated more than 15 years to helping clients focus on value to acquire, develop and retain profitable customers.

Our value-driven solutions enable our clients to:

  • Understand their differential value

  • Embed value into the product and service innovation process

  • Get beyond procurement to have value-based conversations with decision-makers

  • Defend value with backbone (and get paid for it)

Our Approach

We believe every company can increase profits when they focus on knowing, pricing and selling their value to customers – those who consistently deliver their value enable their customers to win more.

Our Results

After implementing a comprehensive price increase strategy, our client experienced a 120% uplift in profits and 100% customer retention.

Following completion of a Negotiating with Backbone engagement, a financial services client realized $65M in revenue improvement from a single customer negotiation.

Building and delivering a refined pricing policy alongside a tiered pricing structure generated $450M of growth in operating income for our client.

"[Holden Advisors] gave us the power-boost needed to win more deals when applying our sales methodology to every customer opportunity"Senior Account Executive, Data Services


We work with commercial teams to confirm that a company’s value is being priced right. We apply real-world experience and proven methods captured in our best-selling book Pricing with Confidence to tackle any pricing topic.

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We motivate commercial teams to champion and better capture their company’s value. Our proven framework Negotiating with Backbone helps sales reps quickly diagnose buyer types and adjust their approach with confidence.

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