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David Yesford
David Yesford, Senior Vice President of Wilson Learning Worldwide, has nearly 30 years of experience developing and implementing human performance improvement solutions around the world. He brings valuable experience, strategic direction, and global perspective to his work with clients. Mr. Yesford is an active member of the Wilson Learning Global Executive Board, with current responsibility at a global level. Over the years, he has held strategic roles in our core content areas of Sales and Leadership, as well as e-learning and Strategic Consulting. He has also held managing director positions in both China and India. 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 conferences and summits, focusing on issues such as sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.
Written By David Yesford
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Blog: Quenching Your Customer’s Thirst for Value (6 January 2019)
Selling water to a thirsty person should be easy, right? Not so fast. Salespeople often miss the big opportunity because they fail to expand the conversation beyond making the simple sale. Many times customers need more than a simple answer to an immediate problem—they need a way out of the desert. learn more
Blog: RFPs… So You’re Telling Me There’s a Chance! (26 September 2014)
“So you’re telling me there’s a chance. Yeah!” Sound familiar? You probably recognize these classic lines from the movie Dumb and Dumber, starring Jim Carrey as Lloyd Christmas, the eternal optimist. I’m not saying all requests for proposals (RFPs) are like this, but it sure does feel like it sometimes. learn more
Article: Sales Methodology as the Force Multiplier: Taking Salespeople Where They Need to Go
Sales methodology is about the human behind the sales persona and, when executed well, quickly becomes a force multiplier. In this article, we'll explore sales methodology from the salesperson's point of view, and see how an effective sales methodology can help salespeople define and execute sales strategy in order to build a healthy pipeline and improve win rates. learn more
Article: Selling to Multiple Decision-Makers: Warning: Major Delay Ahead!
More than 85 percent of sales opportunities involve multiple decision-makers, most salespeople are ill-prepared to sell to decision-making teams. The ability to effectively deal with multiple decision-makers can mean the difference between success and failure in your sales numbers. Read how the key to success involves mastering three sales skills. learn more
Article: Selling to Value: The Art and Science of Discovery
94% of executives surveyed indicate they want salespeople to engage them in a business impact discussion, yet only 19% of salespeople are effective in this regard. Customers increasingly expect selling organizations to use and sell to value. Read how sales organizations can drive greater results by developing an approach to selling that aligns your offering to the business value it creates for your customers. learn more
Article: Selling Virtually: Everything Has Changed, Yet Nothing Has Changed
As salespeople continue to adapt to the current environment, it's easy to think, "everything has changed." While this may seem true, what hasn't changed are the rock-solid principles of the Counselor Approach to selling. In this article, we'll examine how success for your organization comes from recognizing what has changed and what has not. learn more
Article: Skillfully Leading Forward from This New Place: Resilient Leaders Build Resilient Followers
Given the current realities, resilient leaders need to mindfully pause and emerge with a proven process to foster innovation, opportunity, and success. In this article, we’ll consider the likelihood of your organization surviving or thriving during these challenging times based on what you tell yourself about chance, how you deal with and refocus dispersed energy, and how you lead through change. learn more
Article: Skillfully Leading Forward from This New Place: Resilient Sales Leaders Build Resilient Salesforces
Given the current realities, resilient sales leaders need to mindfully pause and emerge with a proven process to foster innovation, opportunity, and success. In this article, we’ll consider the likelihood of your sales organization surviving or thriving during these challenging times based on what you tell yourself about chance, how you deal with and refocus dispersed energy, and how you lead through change. learn more
e-Book: Special Rerelease: How to Sell to Value in the New Sales Environment
Do your salespeople know how to determine value for each customer opportunity? As many organizations were forced to make changes, your customers’ idea of value has likely changed during this tumultuous year as well. learn more
e-Book: Special Rerelease: How to Sell to Value in the New Sales Environment
Do your salespeople know how to determine value for each customer opportunity? As many organizations were forced to make changes, your customers’ idea of value has likely changed during this tumultuous year as well. learn more
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