David Yockelson, a Distinguished VP and Gartner Fellow with over 30 years in B2B information technology, joins the discussion to delve into the evolution of value realization in tech sales. He emphasizes the shift from technical selling to value-based approaches, underlining the importance of understanding customer needs. The conversation also highlights changing buyer behaviors, the complexities of the modern buying process, and the strategic role of online demos in enhancing sales efficiency and client engagement.
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insights INSIGHT
Diversified Tech Buying Shifts Focus
B2B tech buying has diversified beyond IT to broader business functions.
Buyers focus more on solving problems than on technical features alone.
insights INSIGHT
Value Expression Wins Deals
The best vendor clearly expressing the value and aligning with internal champions wins.
Finance scrutiny means helping buyers build and defend business cases is crucial.
volunteer_activism ADVICE
Lead With Outcomes, Then Tech
Start selling by focusing on the outcome and customer challenges, not just technology.
Introduce technological details only mid-funnel to differentiate effectively.
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In today's episode, Jack Cochran and Matthew James sit down with David Yockelson, Distinguished VP and Gartner Fellow, to discuss the evolution of value realization in tech sales. They explore how buyer behaviors have changed, the importance of understanding customer needs before leading with technology, and practical approaches for pre-sales professionals to shift towards value-based selling.
To join the show live, follow the PreSales Collective's LinkedIn page or join the PSC Slack community for updates. The show is bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.
Presales Podcast by Presales Collective