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

Today, needs-based selling, while necessary, is not sufficient to differentiate yourself in a crowded marketplace. Instead of asking the same questions and collecting the same data as your competitors, your salespeople should be engaging buying executives in business impact discussions. What if your salespeople could sell based on how customers define value?

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. In this session, you will learn what your salespeople need to understand about the customer’s value chain, as well as how to uncover their 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:

• Explore 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.
Rochelle, M. Essential Selling Competencies: The Buyer’s Side Perspective, Brandon Hall Group

Michael Leimbach, Ph.D., is Vice President of Global Research and Development for Wilson Learning Corporation. With more than 40 years in the field, Dr. Leimbach has developed Wilson Learning’s diagnostic, learning, and performance improvement capabilities and has managed major research studies in sales, leadership, and organizational effectiveness. He also 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 has served on the ISO Technical Committee on Quality Standards for Learning Service Providers. Dr. Leimbach has coauthored four books, published more than 100 professional articles, and is a frequent speaker at national and global conferences.

David Yesford is President of Wilson Learning Corporation. With more than 39 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. Over the years, he has held strategic roles in Wilson Learning Worldwide’s core content areas of sales and leadership, as well as e-learning and strategic consulting. Mr. Yesford is the contributing author of several books including Win-Win Selling, Versatile Selling, The 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 engagements, focusing on issues such as sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.