Building Consultative Selling Into Your Sales Process

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Top-performing sales teams don’t leave performance to instinct. They stick to a repeatable sales process that drives consistent results. But sales process adherence alone isn’t enough. Your process needs to encourage consultative selling behaviors — the kind that uncover real customer needs, build trust and lead to stronger outcomes on both sides of the conversation.

In this session, Spencer Wixom, president and CEO of The Brooks Group, and Michelle Richardson, VP of Sales Performance Research, will explain the foundational role a well-defined sales process plays in elevating customer relationships and how you can embed it into your learning strategy to build trust and demonstrate value.

Learn how to:

  • Drive consistent performance across your entire team.
  • Strengthen sales team alignment and communication.
  • Provide a framework for coaching and performance evaluation.
  • Accelerate onboarding and ramp-up for new hires.
  • Enhance the buyer experience and build stronger customer relationships.

View full agenda.

Speakers

Spencer Wixom, President & CEO, The Brooks Group

Spencer Wixom is the president and CEO of The Brooks Group. His primary responsibility is leading the organization to deliver transformational performance improvement in our client’s sales teams. This is done by harnessing the collective effort and expertise of the Brooks Executive team and empowering market-leading talent up and down the organization. Spence joined The Brooks Group in December 2022 after many years leading global teams as an executive in the sales transformation space, including marketing, sales enablement, research and analytics and client success.

Michelle Richardson, Vice President, Sales Performance Research, The Brooks Group

Michelle Richardson is the Vice President for Sales Performance Research. In her role, she is responsible for spearheading industry research initiatives, overseeing consulting and diagnostic services, and facilitating ROI measurement processes with partnering organizations. Michelle brings over 25 years of experience in sales and sales effectiveness functions through previously held roles in curriculum design, training implementation, and product development to the Sales Performance Research Center.