3 Steps for Connecting Your Solutions to Customer Value... Because Customers Never Argue with Their Own Ideas


Michael leimbach   h (1)
VP, Global Research & Development, Wilson Learning Worldwide
David y
Sr. VP, Wilson Learning Worldwide
Webinar Recording Details
  • Date and Time
    Thu, Apr 28, 2022 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.



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 talk about “value” but how to do so isn’t as obvious.

To advocate the solution that creates value for your customer 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, avoiding feature-filled product/solution presentations. In this webinar, 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 customers’ 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 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.

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.

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