“Value,” David Priemer of Cerebral Selling says, “transcends ROI.” Regardless of the opinions of your product manager, company president or sales manager, the value your product or service will mean something different to each prospect. If your salesperson barfs up value based pablum without listening to the prospect, he or she will lose the sale.  The prospect, Petersen and Priemer agreed, is the only one who can define value for your product. Why it Matters If your salesperson barfs up value based pablum without listening to the prospect, he or she will lose the sale. In this program, Priemer and host Paul Petersen further discuss how to best address the problem of under-performing sales reps and sales managers who lack coaching skills. About David Priemer David Priemer is widely recognized as a thought leader in the area of sales and sales leadership and has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, Barron's, and Inc. magazines. From his early days tinkering with test tubes and differential equations as an award-winning research scientist to leading top performing sales teams at high-growth technology startups, David's lifelong passion for learning and execution is the foundation of his Cerebral Selling practice. Often referred to as the "Sales Professor", David helps organizations drive revenue growth, people development, and winning cultures by infusing the core principles of science, empathy, and execution into their sales operations. Previously David held several executive leadership positions at leading technology companies including Salesforce, where he was the Vice President of Commercial Sales and creator of the Sales Leadership Academy program. He is also an Adjunct Professor at the Smith School of Business at Queen's University. David holds a B.Sc. in Chemistry and Atmospheric Science from York University and a Master’s degree in Chemical Engineering from the University of Toronto. When he's not thinking about Sales, David loves to cook, write, and spend quality family time with his wife and three daughters.