How do you help technically skilled professionals become commercially successful salespeople?In the latest episode of the Mastering Sales and Negotiations podcast Rachel Massey and Robin Hoyle are joined by Jane Banks, Founder and Managing Director of Pure Valegro. Sharing insights from her extensive experience coaching sales professionals, this episode discusses one of the most common challenges many industries face, how to turn technical expertise into commercial success.Jane also explores the mindset shift necessary to turn deep technical knowledge into impactful, customer-focused sales conversations, covering the essential role of managers in supporting that transition and how to avoid common pitfalls like feature dumping, instead of focusing on the customer truly needs and wants.

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