ValueSelling Associates, Inc. is growing its footprint in the Middle East to support B2B revenue teams in improving sales performance. The global sales training and coaching company wants to give more companies across the UAE and the region access to its ValueSelling Framework® and AI-powered coaching solution ValueCoach AI™. Managing Partner Rishi Dhawan will head the initiative and will also represent the company at HRSE Dubai 2026. The HR Summit & Expo is set to take place on October 14-15 at Dubai World Trade Center.
The expansion underscores ValueSelling Associates’ continued dedication to serving B2B sales organizations in global markets. Moreover, the company is focused on helping local companies to improve their sales processes, increase buyer engagement and deliver tangible business results.
Julie Thomas, president and CEO of ValueSelling Associates, highlighted the growing need for effective sales differentiation and consistent sales practices.
“Revenue teams in the Middle East are selling into fast-growing, crowded markets, increasing the need for greater differentiation, while maintaining efficient, effective GTM motions. The organizations we already work with in the region want a common sales language their teams can use in every market, and ValueCoach AI’s methodology-centric AI coaching keeps building those skills long after the workshop ends,” said Julie Thomas, president and CEO of ValueSelling Associates.
ValueSelling Associates Expands Regional Sales Enablement
ValueSelling Associates, Inc., headquartered in Carlsbad, California, announced the expansion on October 8, 2026. The company already works with organizations across the Middle East. Moreover, this development follows its recent expansion in the Asia-Pacific region.
Middle East sales representatives and B2B sales teams face challenges that are common to B2B sales teams around the world. Buying groups are getting larger and larger so the purchasing decisions become more difficult and complex. Customers want justification for all purchases. They expect to see more business justification in all dealings. Meanwhile, the pressure on sales organizations to give discounts, even as they’re trying to manage revenues and profits, is also growing.
As a result, business organizations need to adopt structured sales processes and approaches in order to enhance the effectiveness of their employees in terms of communicating value to their customers. ValueSelling Associates provides a solution to the above-mentioned challenges by uniting marketing, sales, and customer success departments under the umbrella of a common customer-centric strategy.
The ValueSelling Framework assists teams in linking possibilities of sales to observable business outcomes of customers, letting sales staff recognize the priorities of the buyers, work out key business issues, and suggest resolutions to certain problems. Moreover, a unified sales process aids companies in creating a common communication approach among the departments and markets concerned. With this approach, sales managers are able to enhance the process of qualifying prospects.
AI-assisted sales coaching is also a key component of the company’s regional strategy. Through ValueCoach AI, ValueSelling Associates intends to further bolster sales skills outside the bounds of traditional training sessions. This means representatives can continue to hone their capabilities while working on active opportunities.
How ValueSelling Can Assist Middle East B2B Teams
ValueSelling Associates has a number of solutions designed to help B2B organizations improve sales execution, strengthen team capabilities and increase revenue effectiveness.
1. A common sales language
The ValueSelling Framework gives sales reps and leaders a common methodology to manage opportunities. It helps teams qualify prospects, pinpoint business problems worth solving, and connect solutions to what buyers want to achieve.
Also, a common sales language creates more consistency across teams and markets.” Reps can follow a structured process regarding engaging prospects, assessing opportunities and communicating business value. This gives sales leaders the ability to set more transparent expectations for sales execution.
2. Customizable Sales Training Programs
ValueSelling Associates offers training programs to fit a variety of organizational needs. Options are virtual or in-person instructor-led workshops. The company also provides eLearning, microlearning and on-demand reinforcement.
These programs are available on more than 17 languages. International organizations can thus support geographically distributed teams while maintaining consistent sales practices.
Flexible learning formats also give representatives the opportunity to revisit key concepts after formal training. This continual reinforcement enables teams to better leverage sales methodologies in engaging customers.
3. AI-Driven Coaching with ValueCoach AI
ValueCoach AI has Val, an agentic AI coach designed to support revenue teams. Val actively works with reps on their active sales pipelines to help advance opportunities and close deals.
Every opportunity is guided through the ValueSelling Framework by the AI coach. That means reps can apply the company’s sales methodology and work on real business opportunities.
In addition, this approach ties learning to the daily activities of selling. Representatives are able to develop their abilities through ongoing coaching rather than solely through classroom sessions. This methodology-centric support enables organizations to reinforce sales behaviors throughout the sales process.
4. Less CRM Administration
ValueSelling Associates also helps sales teams reduce administrative work with eValuePrompter™ (EVP). The solution offers the ValueSelling Assistant, built on the Salesforce Agentforce.
Automatically logs call data in Salesforce, eliminating the need for manual logging of customer interactions. The company said the capability could save a seller as much as 160 hours a year.
This means representatives can spend less time entering data and more time talking to prospects. Sales teams can also support their overall revenue operations by better maintaining customer information.
5. Real Improvements in Sales Performance
ValueSelling Associates is all about connecting behavioral change to business results you can actually measure. The company recognizes that individual sellers have skill gaps and supports their continued development over time.
It also measures the impact of changes in sales behavior on the performance indicators. The metrics are win rates, deal sizes, and revenue.
This strategy enables organizations to evaluate if sales training and coaching is contributing to commercial results. It also gives sales leaders more insight into development priorities and areas for improvement.
Helping B2B Revenue Increase in the Middle East
The extension of ValueSelling Associates’ office encourages the understanding of the role played by formal selling training and ongoing coaching. Organizations should have practical approaches to differentiate their goods and services.
In addition, everyday sales activities are supported by artificial intelligence sales coaching, helping sales professionals in implementing proven sales approaches. If we pair this with the ability to provide adaptable learning courses and CRM automation, we get a higher consistency in the sales process.
HRSE Dubai 2026 will give an opportunity to showcase the sales training and coaching services of the organization. The firm’s Managing Partner Rishi Dhawan will represent the company at this exhibition on the 14th—15th of October.
The company provides its services through ValueSelling Framework and ValueCoach AI, and other systems integrated with Salesforce. It also reaffirms its commitment to helping companies get better at sales.
Looking for more updates on financial innovation and revenue-driven technology? Visit RevTech News for expert insights and the latest trends.
News Source: GlobeNewswire.com
