Customers rarely make decisions because they understand every feature of your product or service. They act when they can see how an offer connects to what matters to them. In this practical webinar, Zena Collins will show you how to identify your customer’s WIIFM: the outcomes they want to achieve, the risks they need to manage, and the concerns influencing their decisions.

You will learn how to distinguish features, benefits, and customer-specific value; map the priorities of different stakeholders; and use AI to research customer language, develop better hypotheses, and prepare stronger discovery questions. Using the SCRIPT™ framework and real business development examples, you will leave with a repeatable, human-led process for creating more relevant outreach, conversations, proposals, and follow-up.

Zena Collins is Principal Consultant at Grand Strategy Consulting and an emotional intelligence, culture, and AI adoption strategist. She brings more than 25 years of experience in leadership development, organizational change, and commercial transformation, including 14 years at EY.

She has managed a US$100 million-plus revenue portfolio and supported a US$232 million business serving more than 100 enterprise clients. Her work has increased competitive-bid win rates by 50% and produced a sales and proposal system that reached 100% adoption within three months.

Drawing on the Mayer-Salovey-Caruso emotional intelligence model and Miller Heiman sales methodology, Zena has coached and trained hundreds of professionals. She helps organizations strengthen client relationships, navigate change, and turn opportunities into measurable value.