Selling Value from Qualification to Close: The Power of Moments to Drive Buying Events

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What percent of your sales force made quota last year? A CSO Insights survey suggests that 57% is average among B2B sales teams, meaning 43% didn’t meet goal. The fundamental problem is that, no matter how clearly specified your sales process, the wild card for any deal that your sales team pursues is buyer decision-making:

When, how and why do buyers commit?

Each phase of the buying cycle usually involves distinct and identifiable activities by buyers: identifying & prioritizing, evaluating, deciding & purchasing. Consequently, sales team content varies with the phase in the buying process it’s addressing. A Value Proposition is a central piece of content that supports and evolves with the best B2B sales teams. At its foundation, a Value Proposition addresses the most important question for your buyer, “what do you do for your customers?” Viewers will learn:

  1. How a Value Proposition can be introduced early in the sales process
  2. How a Value Proposition supports sales teams in obtaining buyer commitment
  3. How a great Value Proposition  evolves as a central piece of content through the sales cycle


Peyton Marshall

Peyton Marshall

Peyton Marshall is CEO and Chairman of the Board of LeveragePoint where he works actively with successful B2B enterprises in implementing value selling. For 15 years he served in senior management roles in healthcare products and IT companies, having been CFO and Acting CEO of Panacos Pharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and CFO of The Medicines Company through their initial public offering and the commercial launch of Angiomax®. Before that, he was an investment banker for 12 years in London at Union Bank of Switzerland, and at Goldman Sachs where he was head of European product development. He has served on the faculty of the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College and a PhD in Economics from MIT.

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