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Recording Details


Stand Out in the Crowd:

Strategies to Differentiate Your Offering



David Yesford, Sr. VP, Wilson Learning Worldwide

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



Recorded: Thursday, May 1, 2014

(60-Minute Session)




Session Description

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 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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