Want Better Win Rates? 3 Steps to Connecting Your Solutions to Customer Value


Michael leimbach   h (1)
VP, Global Research & Development, Wilson Learning Worldwide
David yesford
Sr. VP, Wilson Learning Worldwide
Webinar Details
  • Date and Time
    Thu, Oct 03, 2019 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
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The days when a salesperson could close a sale with a “feature dump” presentation and win the sale are long gone. Unfortunately, many salespeople don’t know there is an alternative. They know they need to advocate “value,” but the path to that end is unclear.

To advocate the solution that connects to value requires your salespeople to help buying executives imagine what owning your product or service can do for their company. It means that you first must connect your solution to the motives and desires of the buyers and avoid feature-filled solution presentations, focusing instead on the advantages and benefits of buying—and buying from you. In this session, you will learn what your salespeople need to understand about how the customer creates value in the marketplace and how to advocate solutions that contribute to the company’s ability to create more value. As a result, your salespeople will put forward a differentiated offer and generate higher close rates at higher margins.

During this webinar, you will:
  • Recognize the importance of differentiating yourself by selling to value
  • Understand how to analyze the customer’s needs to determine what they value in a solution
  • Learn a model for simply communicating your solution, focusing on the customer’s definition of value

By understanding why your customer values your solution, and positioning to that value, you set yourself apart from other salespeople who sell only to known needs.

People don’t buy products; they buy based on how they imagine owning your products will make them feel.

About Michael Leimbach, Ph.D.

Michael Leimbach, PhD, 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, was 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 31 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 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 engagements, focusing on issues such as sales and sales strategy, leadership, employee and customer engagement, and strategy implementation.



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