However, there has been little research on developing such a methodology and it requires precise tailoring to the current procedures of the company and to the software's characteristics. The aim is not only to discover added value during the sales process, but more so co-creating it with the potential customer and then reflecting on it in a comparison after the implementation of the software. This would give the company a competitive advantage in their sales process and open-up various opportunities for follow-up business.

Value-based selling hereby builds the overall concept with an integrated framework for benefits management as cornerstone. Adding existing methodologies from the software and strategies by the company combined with primary data collected from qualitative interviews resulted in a lean and effective selling cycle for new clients, where value is co-created by seller and buyer. Therefore, ten steps subdivided in four phases are developed and comprise together the value added analysis.

The results reveal in a series of recommendations along the value-based selling cycle. While the created framework provides guidelines throughout the whole selling process, all steps are reflected in the final customer proposal of the company. All these findings contribute to the yet limited knowledge of value analysis in the sales area and strengthen the company's sales arguments considerably.