Episode 335: Stop Selling, Start Solving with Julie Thomas

GUEST: Julie Thomas, President and CEO of ValueSelling Associates

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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.

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From Pitching to Listening

If sales makes you uncomfortable, you're not alone and it's probably because no one ever taught you how to do it. Most entrepreneurs are great at talking about what they do but struggle with connecting it to what the customer needs. The real power in sales is about asking the right questions, listening deeply, and helping someone rather than trying to sell. Once you see sales as a skill you can learn, it becomes less awkward and way more effective.

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“Stories sell. Stories are memorable, and stories can often have an emotional thread that will resonate with people.”

Julie Thomas, President and CEO of ValueSelling Associates

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Ask Better Questions, Close Better Deals

A consultative, value-based sales approach isn't about pitching; it's about guiding the buyer through their decision-making process. Start by asking smart questions that uncover what problem they're solving, whether your solution is truly worth it to them, who else is involved, and when they're ready to act. The better your questions, the more trust you build and the more likely a natural, meaningful sale becomes.

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Julie Thomas, President and CEO of ValueSelling Associates

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Inside the Growist Program

Many entrepreneurs dread selling because it feels uncomfortable or inauthentic. Julie created Stop Selling, Start Solving to help founders shift from product-pushing to problem-solving by teaching them how to confidently sell based on the value they bring. It's an end-to-end program built for entrepreneurs wearing every hat, from finding customers to closing deals and keeping them for life.

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“It's more important to learn how to facilitate buying than it is to force selling.”

Julie Thomas, President and CEO of ValueSelling Associates

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Now that you know how to ditch the high-pressure sales pitch and start solving real problems for your customers, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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