Why Top Salespeople Stop Selling (And Start Solving Problems Instead)

Jul 15, 2025

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In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter welcomes Candice October, PJ Nisbet, Nalliby Haddad Cela, and Yuichi Abe, Managing Partners at ValueSelling Associates. Together, they discuss how organizations can successfully implement value-based selling methodologies across global teams while maintaining cultural relevance and driving lasting behavior change.

What You'll Learn:

How to shift from product-focused selling to a value-based mindset that prioritizes buyer problems
Why the "solution box" trap prevents effective discovery and how to skillfully stay out of it
The Four-Legged Table Framework for successful sales methodology implementation
How to balance standardization with local flexibility when rolling out global sales initiatives
Why AI will augment but never replace core sales leadership skills
The Influencer Model for driving organizational change through personal, social, and structural levels

Candice October is a Managing Partner at ValueSelling Associates for UK and London, and Nisbet Associates, specializing in sales effectiveness and organizational development. With over a decade of experience in sales strategy and talent coaching, she equips sales teams with practical tools for driving sustainable revenue growth. Her expertise in combining sales methodology with cultural transformation has helped organizations implement lasting behavioral change.

PJ Nisbet is the Managing Director at Nisbet Associates and Managing Partner for EMEA at ValueSelling Associates, where he has trained over 8000 sales professionals worldwide. With 25+ years of experience in sales leadership and performance coaching, he transforms complex sales challenges into practical, repeatable processes. His work across manufacturing, financial services, and tech sectors has established him as an authority in implementing value-based sales strategies that drive measurable growth.

Nalliby Haddad Cela is a ValueSelling Managing Partner for Mexico, Mexico, with 25 years of experience working with organizations like Xerox, Learning International, and Omega Performance. She specializes in improving sales productivity and building credibility with prospects across national and international organizations, with particular expertise in the Latin American market.

Yuichi Abe is a Managing Partner at ValueSelling Associates for Tokyo and Japan, bringing significant experience from roles at IBM and Gartner Japan. His background in IT strategy development and manufacturing sector expertise has shaped his approach to implementing sales frameworks in the APAC region, where he helps organizations build successful, culturally-adapted sales strategies.

GUESTS: Candice October, PJ Nisbet, Nalliby Haddad Cela, and Yuichi Abe

Now that you know how organizations can successfully implement value-based selling methodologies across global teams, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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Previous guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at Salesfare

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