When you fully understand the concept of customer value,
it transforms the way you sell, market and design your products and services.

When you make full use of the concept of customer value, it creates a sea change in the way you sell, market and design your products and services. VCO consultants has been working with companies and independents for over 25 years and draws on a wealth of hands-on expertise as well as pioneering several areas of original research.

Being value-centred, is a simple concept and it really works. Here’s a real example, quoted by Magnus Josephson, a long-term client of VCO based in Sweden, who has built a superb reputation as Sweden’s no 1 expert in public-sector procurement.

In a meeting with potential buyers, Magnus was challenged on his fees: “Mr Josephson, we’ve spoken to four providers and you have the highest price”. Magnus replied “I certainly hope so!” and went on to win the business. Why? Because he had already established a superior value-proposition with the customer, which justified a premium price.

Applying our value-centred principles, our clients have discovered that they are securing more business and at premium prices. As a basis for all our sales training, it has been shown that, unlike many sales techniques which do not apply to all personality types, Value-Centred Selling is readily grasped and used by the whole team.

MEET THE TEAM

JOHN NILAND

BRUSSELS | COACH, BUSINESS AUTHOR AND EXPERT IN THE I.T. AND CONSULTING SECTORS  

John Niland’s best-known line is “behaviour eats strategy for breakfast”.  A speaker, writer, coach and storyteller, John works with high-performing people who want to energise their professional life.

As a former CEO, of both high-tech and non-profit organisations, John is passionate about business-development and creating opportunity. Based in Brussels, and founder of VCO Global together with the “Value Centred” approach to maximising individual and business potential.

He is the author of several books: “The Courage to Ask” and “Opportunity Conversations” being the most recent.

JONATHAN CLARKE

LEICESTER | INDUSTRIAL SALES AND MARKETING CONSULTANT, SPECIALISING IN HI-TECH AND HIGH GROWTH COMPANIES

Before stepping into the role of “teacher and advisor” Jonathan had notched up 27 years climbing the corporate ladder, in a career which has ranged from door to door selling to the Heading up Global Sales and Marketing for a Hi-Tech Multi-National. He is quoted as saying: “I was adamant that I was not going to run just another “off the shelf” Sales Consultancy. Having consistently sold at a premium from wheelbarrows at 6 times the typical market price to winning multi-million tenders for Hi-Tech solutions in the Environmental Sector I knew had something special to offer”

The formula is simple: Jonathan focuses on coaching skills that he has personally used, for clients where his involvement is as a trusted advisor, committed to the long-term. He is also a passionate environmentalist and a core part of his work involves building the bridge between, companies, people and the wider community.

KATE DALY

LONDON | BUSINESS PSYCHOLOGIST & HR SPECIALIST

A Business Psychologist with 20 years’ experience of working with FTSE 100 companies (e.g. KPMG, Marks & Spencer) helping design and develop their organisations. Kate currently works with HR and Leadership teams to identify the capabilities, organisation structure, roles and processes required to deliver strategic ambition and step-change to the organisation’s performance. Her business and P&L experience is blended with counselling training to meet head-on the emotional context of work, understand organisational-systems, leadership teams and give clients the edge. Kate has designed the profiling-toolkit that VCO Global uses to identify and develop “Contributing-Winners”: the key internal ambassadors of change.

GRAHAM KENNEDY

LONDON | PROJECT AND PROGRAMME MANAGEMENT, EXPERT IN CHANGE MANAGEMENT 

A results-focused Programme Director with a 20 year track record of leading successful IT intensive change projects and programmes across a number of industries, from strategy through implementation to operations, predominantly gained while working for Accenture and A.T. Kearney. Graham has also led major transformational change programmes for clients in Technology (HP) and in the UK Public Sector (Department of Business, Innovation and Skills), as well as in Insurance (Prudential), Oil & gas (Shell and BP) and utilities (Unitied Utilities) industries. As a UK management consultant with core competencies in change management, project management and programme management, he is passionate about delivering business change that result in tangible outcomes and delighted clients.

CRISTOBEL MORISON

SINGAPORE | SALES AND MARKETING CONSULTANT AND ASIAN MARKET SPECIALIST

Born in Japan, educated in the UK and of Swiss/American origin, Cristobel has held a variety of top regional management positions in training, sales and marketing for the last 15 years on an international basis both in Europe and Asia.

Her business background ranges from experience in Training, Human Resources, Customer Services, Marketing, Product and Project Management, Sales and the development of e-Learning Solutions for various different customers.

She also has extensive experience in training initiatives encompassing leading, designing, and delivering tailor made training programs, as well as Graduate Induction programs and Assessment centers to recruit young talent. She is bi-lingual English-French and speaks German and Bahssa Indonesian.

HELEN QUBAIN

WASHINGTON | BUSINESS STRATEGIST -EXPERT FINANCIAL SERVICES

With extensive experience in strategy, Helen has worked as a consultant with McKinsey & Co and Blueprint Partners, a public affairs consulting firm. She has developed strategic plans for top corporate management in a wide range of industries, e.g. financial services, e-commerce, media, telecommunications, pharmaceuticals and border-security. She has a specialist knowledge of the payments sector and private debt capital market, as well as a good knowledge of finance. Helen holds an MBA from both the University of Chicago (USA) and the Catholic University of Leuven (Belgium) having majored in finance and entrepreneurial studies. She has extensive international experience, having lived / worked in Belgium, the People’s Republic of China, Jordan, the West Bank, Hungary, Switzerland, the Netherlands, and Jamaica.