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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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Article: 3 Winning Strategies for Prospecting: Right Prospects, Right Message, Right Attitude
If your organization is like a lot of sales organizations, you may have intensified prospecting efforts lately as old customers downsized, cut spending, and in some cases, switched to other suppliers. The problem is that prospecting is often time-consuming, costly, wasteful, and hard on the morale of the sales team. learn more
Blog: Accepting the Role of Romeo (7 April 2015)
Be careful; it is easy to be drawn into accepting the role of Romeo, but if you do, you know how it ends! How do you move out of the expected roles of customer and vendor with well-defined roles and expectations to a side-by-side dialog that supports your customer’s expectation of value? learn more
Article: Boost Your Personal Power by Challenging the Way You Think
Personal power is the single biggest “make-or-break” factor in human performance—the factor that ultimately determines success. Beliefs are the fuel of our behavior, and there are four common beliefs that cause most of our negative feelings. In this article, we'll explore how to challenge these beliefs in order to unleash personal power. learn more
Article: Changing the Differentiation Game: Creating Real Sales Differentiation Your Customers Value and Competition Cannot Replicate
What if your salespeople could expand your offering and create a highly differentiated solution that represents unexpected business value to your customer, and is hard for the competition to replicate because it is unique to the customer? The very thought may hit you like a triple shot of espresso! learn more
Blog: Choreographing the Competitive Dance: Planning moves in a competitive environment (10 January 2013)
To choreograph the competitive dance that happens in every selling situation, you first need to understand why people are out on the dance floor in the first place. That sits squarely in understanding what the customer values. learn more
Article: Competitive Superiority: Execute Competitive Moves and Countermoves to Win the Business
One of the top challenges of sales leaders is the "inability to communicate value differentiation." To find out what really matters, salespeople need to acquire the perspective of multiple stakeholders, not just make one or two calls. Read this article to learn how to identify the customer's idea of value and the competitive landscape in order to build your sales strategy and position yourself to win. learn more
Article: Delivering Business Value Through Learning & Development: 3 Strategies to Maximize the Value of L&D's Role
Senior business leaders increasingly see shortages of skills as a major impediment to executing their business strategies. To handle these oncoming performance gaps the L&D role must move out of the training silo and into the strategic conversation. Discover 3 strategies to help maximize the value of L&D's business role within the organization. learn more
Blog: Don’t Go Into the Woods! Horror Stories from the Sales Field (12 March 2014)
It is a damp night, fog rolling in. A wolf howls as eerie music plays in the background. A woman appears, blood on her hands. Alone and scared, she stumbles out of the house and down creaky stairs, looking out across a wide yard. At the edge of the yard is a dark entrance to the woods. The woman looks around, then heads slowly toward the woods. If you are sitting in the movie theater, what are you saying to yourself, maybe even yelling at the screen? “Don't go . . . Don't go into the woods!” learn more
Article: Earning Trusted Advisor Status—and Benefits
A trusted advisor is a coveted position that provides greater business value to customers and to selling organizations. Achieving it means going beyond what is necessary and expected and taking the time to ensure you are advancing the customer’s business, every time. In this article, we'll explore the three key principles that point the way to becoming a trusted advisor. learn more
Article: Executive Calling: The Wisdom Behind Calling Higher
94% of executives say that it is important that salespeople engage executives in a business impact discussion. Yet, only 19% of them say that salespeople do that effectively. Gain insights to help your salespeople engage decision makers more credibly. learn more
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