The ValueSelling Framework: Stop Selling, Start Solving

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Julie Thomas, President and CEO of ValueSelling Associates, to reveal how entrepreneurs can transform their approach to sales from uncomfortable necessity to confident value creation.

What You’ll Learn:
➡️ How to transition from technical expertise to effective selling without compromising authenticity
➡️ Why listening and questioning skills matter more than traditional "pitch and present" approaches
➡️ The four fundamental questions every sales conversation must address to drive meaningful outcomes
➡️ How to quantify value in a way that resonates with prospects and builds credibility
➡️ The “Stop Selling, Start Solving” framework for transforming uncomfortable sales conversations into value-driven discussions
➡️ Why AI will enhance but not replace the human elements of consultative selling

Julie Thomas is the President and CEO of ValueSelling Associates and leader of Growist, bringing decades of sales leadership experience to help revenue leaders achieve unprecedented results. A former Gartner executive turned sales methodology expert, Julie has established ValueSelling as an award-winning training provider serving mid-size and enterprise companies worldwide. She is the author of the bestselling book “The Power of Value Selling: The Gold Standard to Drive Revenue and Create Customers for Life” and pioneer of the “Stop Selling, Start Solving” program designed specifically for entrepreneurs and small businesses.

Learn more about Julie:
📌 Julie Thomas LinkedIn:   / julieathomas  
📌 ValueSelling Associates: https://www.valueselling.com/
📌 "The Power of Value Selling" Book: https://www.google.com/books/edition/...

If you enjoyed this episode, don’t forget to like, comment, and subscribe! And be sure to follow us on other platforms too! 🎉
📌 Apple: https://apple.co/3Rg40N1
📌 Spotify: https://spoti.fi/4j5pisQ


Chapters:
[00:00] - Intro
[03:24] - Julie’s Accidental Sales Journey
[06:09] - Say Yes and See What Happens
[09:57] - Sales is a Skill (Not a Personality Type)
[11:56] - From Pitching to Listening
[15:53] - Ask Better Questions, Close Better Deals
[19:28] - Ditch the ROI Calculator
[22:30] - Stories Sell, Features Don’t
[23:46] - A Pre-Call Playbook for Better Conversations
[28:08] - When to Finally Talk About Your Product
[31:41] - Inside the Growist Program
[35:24] - Implementation Matters
[37:53] - Sales in 2030
[40:06] - Advice to Her Younger Self