106: G.A.S strategy (giving a s***) - How to actually provide value in the sales process (with Jen Allen-Knuth at Lavender)

Everyone talks about adding value in the sales process. But what does that mean, exactly? There's a believe that value has become lost in translation for many sales teams. Well, Jen Allen-Knuth has cracked the code on what it comes back to. It's the fundamental idea of "giving a s***" in sales. She sits down with David Bentham this week, to discuss the importance of buyers being heard, problem-centricity, plus more