How Top Sellers Win Over Procurement with Tom Williams


Thomas Williams

Procurement and sales do not need to be in conflict. Dealing effectively with the procurement function is often key to success in major accounts. Thomas J. Williams is an expert in dealing with procurement and shares with us strategies he has used and taught for many years.

On the Future Proof Selling Podcast, Tom and I discuss the love/hate ‘frenemies’ relationship between sellers and procurement. Understanding the position of procurement and their motivations helps seller’s present their solutions in the right light and win them over – and it’s not all about price pressure.

Tom is the founder and CEO of Strategic Dynamics Inc, a firm which helps sales organisations sell more effectively by markedly improving their new hire candidate assessment process, sales productivity and business acumen.

He is also the co-author of The Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales. Think of it as a “tactical field manual” about what top-performing sellers do – how they research, plan and implement activities that maximize their chances of winning.

And he recently released another co-authored book, Buyer-Centred Selling, which provides sellers strategies and tactics that help the buyer address eleven dilemmas likely to slow and obstruct the buying process. The reader will discover quickly that buying and selling are inextricably connected in their focus on helping the customer buy.

Find out more about Strategic Dynamics Inc 

Purchase the book, Buyer-Centred Selling here

 Sales podcast with Tom Williams
Steven Norman

Steven Norman

Steven Norman is an accomplished frontline sales and business leader dedicated to helping B2B sales leaders upgrade their knowledge and skills, build next-generation sales teams and turbo-boost their careers. Over a 25 year career Steven has been responsible for more than US$4 billion of sales with major tech companies such as Dell, NEC and Targus across the Asia Pacific. Recent years of intense B2B sales research and analysis led to the foundation of Growth Acumen, a modern sales and leadership development advisory service. In 2019 Steven released his New Book Future Proof Sales Strategy. Seven steps to equip sales leaders with the tools to rise above the complex challenges facing the B2B sales industry.

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