47. Breaking Out of the Commodity Trap: Selling Value in Enterprise Software

In this episode of the B2B Sales Trends podcast, Harry Kendlbacher sits down with Aditya Malik, VP of Sales Strategy and Operations at HighRadius, for a deep dive into what it really means to sell on value—especially in the highly competitive enterprise software space. Aditya brings two decades of experience across Unilever, Accenture, and at the time of this recording - HighRadius, where he led go-to-market strategy for a 600-person sales and marketing team. Together, they explore why so many sellers fall into the “commodity trap” and what it takes to break out of it. You’ll learn: - How to avoid feature-functionality conversations that kill deals - What "selling to value" really means in enterprise software - Why urgency and stakeholder alignment matter more than pricing - Key differences in how buyers behave across North America, Europe, and India - Aditya's take on the 3 traits that define elite salespeople today If you're ready to elevate your sales game, protect your margins, and win more deals by leading with value, this episode is for you.