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Recording Details


Are You Selling the Way Your Customers Are Buying?
Strategies to Align Your Sales Process with Your Customer 


David Yesford, Sr. Vice President, Wilson Learning Worldwide

Michael Leimbach, Ph.D., Vice President, Global Research and Development, Wilson Learning Worldwide

Recorded: Thursday, January 16, 2014

(60-Minute Session)





Session Description

Who’s driving the sales process? Today, it’s the customer.

Changes in the buying process are creating fundamental changes in the sales process. In fact, a sales process is not what salespeople need; today they need a way to facilitate the buying process. From the outset, buyers are in charge of the speed and direction of the process. They gather information about available solutions, screen potential providers, and select those providers they want to consider. Decision teams are the new norm, especially for strategically important buying decisions. Then the decision is handed off to Procurement departments who manage the actual purchase.

In this environment, how do salespeople differentiate their companies and themselves? Successful salespeople have learned to align their sales process with how the customer wants to buy. In this webcast learn how to help salespeople get a strong foothold in today’s buy–sell relationship. We will examine:

  • What it takes for salespeople to establish themselves as trusted advisors
  • How to move from discovering customer wants to helping customers uncover key gaps with clear motivation to fix the gaps
  • Key steps salespeople need to take to alter their sales process to align with their customers

With greater insight into today’s buying process, salespeople can understand how customers want and need to buy, adjusting their process to dramatically increase their sales results.
Who should attend:  VP of Sales, RVPs, SVPs, Sales Managers & Team Leads, CLOs, COOs


About Michael Leimbach, Ph.D.,

Michael Leimbach is Vice President of Global Research and Development for Wilson Learning Worldwide. With over 25 years in the field, Michael provides leadership for researching and designing Wilson Learning’s diagnostic, learning, and performance improvement capabilities. Dr. Leimbach has managed major research studies in sales, leadership, and organizational effectiveness. He has developed Wilson Learning’s Impact Evaluation capability and return on investment models. Michael has served as a research consultant for a wide variety of global client organizations, is on the editorial board for the ADHR professional journal, and serves in a leadership role for the ISO technical committee TC232: Standards for Learning Service Providers. Michael has co-authored four books, has published numerous professional articles, and is a frequent speaker at national and global conferences.

About David Yesford

David Yesford is Senior Vice President of Global Marketing and Support for Wilson Learning Worldwide. With over 27 years of experience developing and implementing human performance solutions around the world, David Yesford brings valuable experience, strategic direction, and global perspective.  Over the years, David has had strategic roles in our core content areas of Sales and Leadership, as well as eLearning and Strategic Consulting.  David is the contributing author of several books including Win-Win Selling, Versatile Selling, The Social Styles Handbook, and The Sales Training Book 2.  He is a frequent international speaker representing on a variety of issues, including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation. He is published in numerous business publications in the United States, Europe, Latin America, and Asia–Pacific. 



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