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.

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.