Competitive Superiority:
3 Strategies to Outmaneuver the Competition


Michael leimbach   h
VP, Global Research & Development, Wilson Learning
David yesford2
SVP, Wilson Learning Worldwide
Webinar Recording Details
  • Category
  • Date and Time
    Thu, Oct 13, 2016 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.


Sales organizations often look at the competition as the enemy that must be beaten. With this mindset, salespeople and managers often fight the competition in full view on the customer’s front lawn, damaging your company’s reputation.

As a sales manager, your job is to shift the rules of the game from competing against the competition to competing on behalf of the customer by recognizing and delivering value. Value should be defined by the customer, not by a list of features and benefits or by who can win the competitive battle. 

In this session, we will learn an approach to understanding value through the eyes of the customer, and how specific moves and strategies affect the customer and disable the competition.

In this webcast, we will explore:
  • How to look at a current sales opportunity based on your understanding of what the customer values
  • How to create a value map that plots your position relative to the customer’s perception of value, and relative to the competition
  • How to identify three strategies to develop your next moves, while anticipating the moves of your competition and the customer

About Michael Leimbach, Ph.D.

Michael Leimbach, Ph.D., is Vice President of Global Research and Development for Wilson Learning Worldwide. With over 30 years in the field, Dr. Leimbach provides leadership for researching and designing Wilson Learning’s diagnostic, learning, and sales performance capabilities and has managed major research studies in sales, leadership, and organizational effectiveness. He also developed Wilson Learning’s impact evaluation capability and return on investment models. Dr. Leimbach has served as a research consultant for a wide variety of global client organizations, is Editor-in-Chief for a major professional journal and serves on the ISO Technical Committee on Quality Standards for Learning Service Providers. Dr. Leimbach has authored six books, published over 100 professional articles, and is a frequent speaker at national and global conferences.

About David Yesford

David Yesford is Senior Vice President of Wilson Learning Worldwide. With nearly 30 years of experience developing and implementing human performance improvement solutions around the world, Mr. Yesford brings valuable experience, strategic direction, and global perspective to his work with clients. Over the years, Mr. Yesford has held strategic roles in Wilson Learning’s core content areas of Sales and Leadership, as well as e-Learning and Strategic Consulting. 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 has also been published in numerous business publications throughout the United States, Europe, Latin America, and AsiaPacific. Mr. Yesford frequently speaks at international conferences and summits, providing insight on a variety of issues including sales and sales strategy, leadership, employee and customer engagement, brand, and strategy implementation.


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