94% of buying executives expect salespeople to have business impact discussions with them. But only 19% of salespeople are effective at this. 

Succeeding in 2019 requires your salespeople to be able to uncover what buying executives truly value. It starts with equipping your salespeople with the strategic approaches and tools they need to identify customers’ value criteria and create solutions that advance the business.

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 have business impact discussions with executives, create greater differentiation, and generate higher win rates.

During this webinar, you will:

• Discuss the mindset required for selling to value and not simply selling to expressed needs
• Recognize 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.

Michael Leimbach, PhD, is a globally recognized expert in instructional design and leadership development. As Vice President of Global Research and Development for Wilson Learning Worldwide, he has worked with numerous Global 1000 organizations in Australia, England, Germany, Japan, South Korea, Taiwan, and throughout the United States. Over more than 30 years, Dr. Leimbach has developed Wilson Learning’s diagnostic, learning, and performance improvement capabilities, published over 100 professional articles, co-authored four books, been Editor-in-Chief for the highly acclaimed ADHR research journal, and is a frequent speaker at national and global conferences. He also serves on the ISO Technical Committee (TC232) on Quality Standards for Learning Service Providers and on the University of Minnesota College of Education and Human Development Dean’s Advisory Board.