Stand Out in the Crowd: Strategies to Differentiate Your Offering


David y
SVP, Wilson Learning Worldwide
Michael leimbach   h
VP, Global Research & Development, Wilson Learning Worldwide
Webinar Recording Details
  • Date and Time
    Thu, May 01, 2014 at 10AM Pacific / 1PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.



Are your salespeople standing out in a crowded marketplace? Do they know how to differentiate on value or do they rely on discounting to close sales? In the quest to discover value as defined by the customer, salespeople diligently ask the customer questions to identify a need they are trying to solve! All salespeople know this, so they come up with the same list of needs and therefore the same expected solutions.

In this webinar, we will explore how to differentiate yourself from the perspective of the customer’s experience with your offering. Specifically, how they identify a need, shop for the solution, and use, and finally stop using, your product or service. We will leverage this understanding of the customer experience to go beyond the expected and deliver a solution that has greater potential for higher value to the customer.

In this webcast we will:

  • Examine how do you define differentiation that goes beyond the expected
  • Understand how to create a view of the customer’s experience from purchase to usage of your product/service
  • Discover new areas of competitive differentiation that the customer truly values, even if they had not articulated the need


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 Michael Leimbach, Ph.D.

Michael Leimbach, Ph.D., is Vice President of Global Research and Development for Wilson Learning Worldwide Inc. 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.

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