Modern selling isn’t about pushing - it’s about problem identifying. In this episode, we break down sales training that actually works, rooted in customer problem identification and ROI selling marketing strategies that help elite sellers win without discounting.

In this conversation, Harry Kendlbacher sits down with Beth Morris, VP of Product Insights at NielsenIQ, to decode the real skills behind high-performing sellers - from insight-driven discovery to value-based selling, negotiation without concessions, and using the cost of inaction to drive urgency. If you’re leading a sales team or selling into complex buying groups, this episode will change how you prepare, position, and influence.

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You’ll learn:

– Why elite sellers “never sell anything” - they solve

– How to uncover problems buyers can’t see yet

– When to use ROI selling marketing to hold value

– Why discovery must generate new insight, not recycle questions

– How to walk away early to protect pipeline quality

⏱️ Timestamps

00:00 – Why the best sellers never “sell” (sales problem solving)

02:46 – Sales training mistake: “show up and throw up” discovery

06:18 – How to do real customer problem identification (value-based selling)

09:50 – Qualifying out fast: a modern sales strategy essential

13:39 – Using ROI selling marketing to negotiate without concessions

18:53 – The cost of inaction: when and how to use COI with buyers

21:54 – Top traits elite sellers share in 2025

💡 Key Takeaways

- Elite sellers are problem identifiers, not product pitchers.

- Insight-led discovery creates value buyers haven’t seen yet.

- Persona-based conversations outperform topic-based selling every time.

- ROI selling marketing protects pricing power and avoids concessions.

- COI (cost of inaction) is a powerful lever for creating urgency.

👤 About the Guest

Beth Morris is the Vice President of Product Insights at NielsenIQ, where she helps companies understand product performance, market dynamics, and customer decision patterns across CPG categories. She is known for transforming complex data into commercial insights that fuel smarter sales strategy and better customer conversations.

Connect with Beth on LinkedIn: https://www.linkedin.com/in/bethamorris/

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🔗 Explore more at www.globalperformancegroup.com