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Recording Details


Strategies to Increasing Win Rates and Profitability


David Yesford, Sr. Vice President, Wilson Learning Worldwide


Recorded: Tuesday, October 8, 2013 

(60-Minute Session)




Session Description

The old adage “People love to buy, but hate to be sold to” is rephrased from the seller side to “Salespeople love to win, but hate to lose.” Sales management might say,“I want to help salespeople win—and win the right business.” Because as sales managers well know, the hot pursuit of a win can backfire when salespeople go after deals that aren’t profitable.

The discipline required in identifying high-probability and high-profitability opportunities starts with understanding clearly and accurately what the customer organization is trying to accomplish.  Early effort focuses on collecting compelling evidence and analyzing opportunities to make an informed go/no-go decision to pursue an opportunity.

In this webcast we will examine:

  • How to clarify the opportunity by understanding and articulating what is critical to the customer
  • What compelling evidence needs to be collected and analyzed to distinguish which opportunities lend themselves to increasing win rate
  • Three questions you need to answer to make the best go/no-go decisions


About David Yesford

David Yesford, Sr. Vice President of Wilson Learning Worldwide, has over 27 years of experience developing and implementing human performance solutions around the world. He brings valuable experience, strategic direction, and global perspective to his work with clients. 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 an active member of the Wilson Learning Global Executive Board, with current responsibility at a global level. He has held managing director positions in both China and India. 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 is a frequent international speaker focusing on a variety of issues, including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation and is published in numerous business publications in the United States, Europe, Latin America, and Asia Pacific.  



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