Value Creation: The Next Step in Competitive Superiority


David y
SVP, Wilson Learning Worldwide
Webinar Recording Details
  • Date and Time
    Wed, Nov 20, 2013 at 10AM Pacific / 1PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.


Sales organizations often look at the competition as the enemy that must be beaten!  With this mindset, as a salesperson you are often put in a position where you fight the competition on the customer’s front lawn, in full view.  You need to shift the rules of the game from competing against the competition to competing on behalf of the customer by recognizing and delivering value. Value that is defined by the customer, not by a list of features and benefits.  In this session, we will explore an approach to understanding value to the customer, and how specific moves and strategies affect the customer and disable the competition.

In this webcast we will examine:
  • How to look at a current sales opportunity based on your understanding of what the customer values
  • How to create a value map that plots your position relative to the customer’s perception of value, and relative to the competition
  • How to identify three strategies to develop your next moves, while anticipating the competition’s and the customer’s next moves

About David Yesford

David Yesford is Senior Vice President of Wilson Learning Worldwide. With nearly 30 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 with clients. Over the years, Mr. Yesford has held strategic roles in Wilson Learning’s core content areas of Sales and Leadership, as well as e-Learning and Strategic Consulting. He 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 AsiaPacific. Mr. Yesford frequently speaks at international conferences and summits, providing insight on a variety of issues including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.


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