68 страниц. 2012 год. LAP Lambert Academic Publishing There is an ongoing transition process in many manufacturing companies in terms of moving from the traditional role of selling products towards new business direction, value added sales or value selling. This transition process has also affected the role of salespeople in terms of shifting their role from product sales orientation towards business solutions orientation. The greatest challenge to be addressed is to move away from the product orientated sales process and to instead concentrate on the value selling process, based on offering the impactful value of business solutions which can improve customers’ business processes. This is why value added sales or value selling strategy is of crucial importance as well as spatial proximity to customers in order to nurture and develop relationship. The main purpose of this thesis is to describe and explain the value selling strategy in general and its impact on sales development with focus on ESAB Brazil.