Selling to Value: Discovering Beyond Stated Needs


Michael leimbach   h (1)
VP, Global Research & Development, Wilson Learning Worldwide
David yesford
Sr. VP, Wilson Learning Worldwide
Webinar Details
  • Date and Time
    Thu, Apr 12, 2018 at 11AM Pacific / 2PM Eastern
  • Duration
    1 hour
  • Cost
    $0 (Free)
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It is a fact—you can’t move from a needs-based selling proposition to a value-based proposition without knowing how your customer creates value. Unfortunately, most salespeople don’t have a clue how their customers create value, or what questions to ask about the value creation process to uncover hidden needs. In this session, you will learn what your salespeople need to understand about the customer’s value chain, and how to uncover the hidden needs in order to improve that value creation process. As a result, your salespeople will be able to create greater differentiation and generate higher win rates.

During this webinar, you will:
  • Gain an appreciation for the mindset of selling to value and not just expressed needs
  • Understand the importance of differentiating yourself by selling to value
  • Learn a model for understanding your customer’s value creation process
  • Learn an approach for discovering hidden needs

By understanding how your customer creates value and selling to that value, you set yourself apart from other salespeople who sell only to known needs.

About Michael Leimbach, Ph.D.

Michael Leimbach, Ph.D., is Vice President of Global Research and Development for Wilson Learning Worldwide. With over 30 years in the field, Dr. Leimbach provides leadership for researching and designing Wilson Learning’s diagnostic, learning, and sales performance capabilities. He has managed major research studies in sales, leadership, and organizational effectiveness, and he developed Wilson Learning’s Impact Evaluation capability and return on investment models. Dr. Leimbach has served as a research consultant for a wide variety of global client organizations, is Editor-in-Chief for a major professional journal and serves on the ISO technical committee on Quality Standards for Learning Service Providers. Dr. Leimbach has authored six books, published over 100 professional articles and is a frequent speaker at national and global conferences.

About David Yesford

David Yesford is Senior Vice President of Wilson Learning Worldwide. With nearly 30 years of experience developing and implementing human performance improvement solutions around the world, Mr. Yesford brings valuable experience, strategic direction, and global perspective to his work with clients. Over the years, Mr. Yesford has held strategic roles in Wilson Learning’s core content areas of Sales and Leadership, as well as e-Learning and Strategic Consulting. He is the contributing author of several books including Win-Win SellingVersatile SellingThe Social Styles Handbook, and The Sales Training Book 2. He has also been published in numerous business publications throughout the United States, Europe, Latin America, and Asia-Pacific. Mr. Yesford frequently speaks at international conferences and summits, providing insight on a variety of issues including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.



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