Behind the Sales Persona: Developing the Human Side


David y
Sr. VP, Wilson Learning Worldwide
COO, Wilson Learning Worldwide
Webinar Recording Details
  • Date and Time
    Thu, Oct 29, 2020 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.


People buy from people they trust . . . and they trust people who are authentic. 

To be effective as a salesperson requires preparation, knowledge, and skills. In fact, in today’s virtual environment, salespeople require these disciplines more than ever.  Buyers have become more sophisticated and their expectations of salespeople have increased. Selling itself has become more competitive. A lot of things are changing, but not everything about sales has changed.

Salespeople are keenly aware that trust is the fuel that generates each transaction. It is our role as salespeople to establish that foundation of trust with the customer. Speaking practically, we can’t expect customers to simply give us their trust just because we ask for it—we have to earn it.

Our position is that salespeople have to rely on more of a human side. In our 50+ years of working with successful salespeople, four basic core attitudes, or postures, seem to be prevalent to varying degrees. These four postures form what we call the “cornerstones” upon which trust grows.

During the one-hour webinar, we will:
  • Examine why a foundation of trust is critical today
  • Review each “cornerstone” of your foundation
  • Connect to value for salespeople

About David Yesford

David Yesford is Senior Vice President of Wilson Learning Worldwide. With more than 33 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, brand, and strategy implementation.

About Tom Roth

Tom Roth is Chief Operating Officer for Wilson Learning Worldwide and President of Wilson Learning Worldwide Japan. He is responsible for the strategic direction and business performance of Wilson Learning Worldwide operations and leads the global marketing services and R&D solutions group. He assists global executive leadership teams with issues related to employee engagement, leadership development, strategy alignment, and business transformation.
Mr. Roth has spent over 35 years developing and implementing human performance improvement solutions. He is coauthor of the new book Unplugged: How Organizations Lose Their Energy and How to Get It Back, released in March 2019, and Creating the High-Performance Team and is published in numerous business publications. He frequently speaks on leadership, sales effectiveness, employee and customer engagement, change, and strategy implementation at national and international conferences and client events.



Sponsored By