Value-based selling is a key strategy for addressing increased competition, more sophisticated buyers, and more complex value-propositions. The heightened importance of this capability is leading to an on-going renaissance in sales that continues to elevate the status of the profession while simultaneously demanding new competencies. To excel in value-based selling, sales and human resource leaders must adopt new approaches to competency model design and implementation. This paper discusses best practices in competency model design and integration into downstream sales effectiveness drivers.