{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Transaction","title":"Applying Design-Thinking to Sales with Ashley Welch - The Transaction - Ep #8","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/ac6ea552\"></iframe>","width":"100%","height":180,"duration":3466,"description":"Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious. Takeaways:Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.Chapters:00:00 - BRIEF Final Four Recap from Junior  Sports Correspondent, Craig Rosenberg02:53 - Introducing Ashley Welch! 05:17 - Drink Break05:29 - Does Expertise Trump Curiosity in Sales?15:29 - Putting Yourself In The Customers' Shoes22:12 - Deep-dive into Design Thinking in Sales40:38 - Get More Creative With Your Discovery Process43:53 - Creating Your Customer’s Customer Map53:11 - 4 Doorways to Deeper Discussions...","thumbnail_url":"https://img.transistorcdn.com/ywvH1BxCQS5JxFaefGhyKeD38r1HymBulX863hFtG14/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNDc3/MmZlMmJlMjdiNGFl/OWUzODVhYThjOWQ4/NzU1Mi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}