Presales Podcast by Presales Collective
Exploring Value in Modern Tech Sales with David Yockelson
Feb 24, 2025
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.
35:15
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Quick takeaways
- Modern tech sales require a shift from product features to a value-based approach that addresses customer pain points effectively.
- Understanding the evolving buying process, influenced by diversified teams and independent research, is essential for B2B sales success.
Deep dives
The Evolution of Telemarketing and Sales
Telemarketing began in 1957, with Dial America being the first to establish a call center with just two stations for inbound and outbound calls. Over the decades, the sales landscape has transformed significantly, particularly in the last five years. The emergence of technology has shifted not only how products are sold but also how buyers make purchasing decisions. Today's sellers must adapt to the changing dynamics, recognizing that understanding and meeting customer needs is more critical than simply pushing a sale.
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