To avoid the pitfalls of competing on price, salespeople are often told to differentiate themselves and their offering by “selling the value.” Selling the value implies that the salesperson either truly understands what the customer values, or that the value offered is perceived as significantly different from the competing offerings. All too often, neither one of these is true.

Being able to differentiate in today’s market, where most suppliers look the same, requires creating a unique offering that represents unexpected business value to your customer.

In this webinar, we will explore how to differentiate yourself from the perspective of the customer’s experience with your offering. Specifically, you will learn how your customers identify a need, shop for and use the solution, 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 higher value to the customer.

In this webcast, we will:
 

• Examine how 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 the customer truly values, even if they had not articulated the need

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 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.

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.