CVET LLC Rolls Out Latest Version of the Customer Value Expert Toolset

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B2B companies improve sales win rates and the profitability of those sales by quantifying their value and proving it to customers in selling situations. CVET’s latest version focuses on leveraging customer value knowledge and data to simplify creating value models, sales tools, and value case histories for use in a broader range of selling situations.

CVET Value Calculator

Our research revealed that most companies are not using their customer value in the most effective way.

CVET LLC announces the latest release of the Customer Value Expert Toolset®. Better known as CVET® (pronounced “see-vet”), this cloud-based software application guides businesses through a proven, best practice method to:

  • Quantify the value of their products and services
  • Generate sales tools to prove their superior value to target customers

According to the American Society of Training and Development, U.S. companies spend over $20 billion on sales training, despite estimates that over 80% of that training content is lost within 90 days. In response, companies are spending $135,000 per sales rep per year on sales support including people, process, and technology according to Gartner. Yet, many companies are not getting a good return on these investments.

“Our research revealed that most companies are not using their customer value in the most effective way with customers,” says co-founder Dr. James C. Anderson of Northwestern University’s Kellogg School of Management. “As a result they offer price concessions when the customer is not really asking for one. CVET provides the process and the tools to improve the return on your customer value.”

The new version of CVET enables users to more easily leverage existing customer value knowledge and more effectively align sales tools with how the customer wants to buy. “For strategic and differentiated buys, customers want a rigorous value analysis in support of the purchase decision,” says co-founder Eric Berggren. “For less strategic and less differentiated buys, customers want a simpler justification using value that is more self-evident.”

CVET users can now re-apply successful customer value analysis with just a few clicks and their sales team can use “justifiers” when a comprehensive value analysis is not possible or not wanted by the customer. More specifically, the top functional enhancements enable the user to:

  • Import past customer value research into new research and continue to get updates when the original research has been improved
  • Tag data for searching within CVET and for analysis in customer relationship management (CRM) or other applications
  • Generate value estimates in over 70 currencies
  • Upload supporting documentation for the sales force to use as justifications across a wider variety of selling situations

In his book, Value Merchants, Dr. Anderson demonstrated how companies that quantify and prove their value to customers significantly outperform their competition. These companies have higher sales win rates and profitability for each sale. CVET brings best practice in customer value management within reach of any organization.

Customer Value Expert Toolset® and CVET® are registered trademarks of CVET LLC.


CVET LLC enables organizations to achieve best practice in customer value management. Based on both management practice research and hundreds of customer value assessments, CVET has a proven process and a suite of tools that reduce the time required and enhance the effectiveness of managing a business based on demonstrated and documented value. Clients achieve best practice working with our implementation partners: James C. Anderson LLC, Axios Partners Inc., and Orange Orca BV. For more information, please visit:


Dr. Anderson is considered a leading authority on Business-to-Business (B2B) marketing, having written the best-selling B2B marketing textbook Business Market Management, the management practice book Value Merchants, and numerous Harvard Business Review articles. James C. Anderson LLC and strategic partners, Axios Partners and Orange Orca, work together seamlessly to implement customer value management at client firms. Their intent is to impart the knowledge, skills, tools and process of customer value management to client firm managers, enabling them to change their company culture to one of doing business based on demonstrated and documented value, while delivering demonstrable, significant incremental profitability. For more information, please visit:


Axios Partners leads clients to innovate and manage their customer value for revenue and profit growth. Combining highly skilled and experienced consultants with innovative methods, Axios addresses each client’s unique challenges. Axios client results have been highlighted in Fortune, Harvard Business Review and numerous other publications. Axios is the implementation partner for James C. Anderson and CVET LLC in the Americas, Asia and Australia. For more information, please visit:


Orange Orca B.V. is a management consulting firm based in the Netherlands which is committed to achieving measurable improvement in performance for its clients in marketing/sales or purchasing/logistics. Orange Orca improves client's profit by increasing turnover or reduction of costs. Orange Orca is the European implementation partner for James C. Anderson, LLC. For more information, please visit:

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Eric Berggren
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