Transitioning to Insight-Based Selling

Brian Williams, PhD

We recently helped one client clear through the clutter of their large suite of products and transition to insight-based selling. The essential goal was for their reps to engage in new and more impactful sales conversations through insight-based selling.

We built the new messaging platform around a changing environment that had opened a window for our client to capture both market and mindshare over their competition. Rather than relying on a static customer segmentation model, we built specific messages corresponding to scenarios that reps actually encountered. Using this lens, we created unique value propositions, questions, transitions and whiteboard sessions to drive the conversation for that particular buyer type.

Sales reps became trained on the messages through a series of role-plays. Enablement of message delivery came from multi-media, presentations and case studies. All of which were crafted into a custom mobile app designed and built by Brevet.

Brian Williams, PhD

Brian Williams, PhD

Researcher, consultant, and sales leader, Brian uses a data-driven approach to drive sales effectiveness. His clients include leading sales organizations in financial services, technology, healthcare, and professional services. Using insight from academics and change management, Brian helps senior leaders and sales enablement teams understand and succeed in today’s more demanding market. His research has been published in Harvard Business Review and other outlets.