How to stop competing on price is the defining challenge in modern B2B sales and in this episode we break down how top performers shift from price pressure to value based selling and real differentiation strategy.
In this episode of the B2B Sales Trends Podcast, Harry sits down with Rich Van Sprang, General Manager and Vice President of Sales, Americas at Hitachi Vantara, to explore how enterprise sales teams can move beyond commoditized conversations and create value driven outcomes. From changing buying behavior to discovery questions, qualification discipline, and the cost of inaction, this conversation offers a clear lens on what separates average sellers from elite performers in today’s remote sales environment. 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱️ Timestamps: 00:00 – Why B2B sales is stuck competing on price 03:50 – Buying behavior changes and remote sales impact 06:15 – Value based selling vs technical selling in enterprise sales 10:00 – Discovery questions that drive real differentiation strategy 15:00 – Cost of inaction and why deals stall 22:30 – Internal champions and qualifying real opportunities You’ll learn: – How to stop competing on price and lead with value – Why discovery questions define your sales process – How internal champions influence enterprise sales outcomes – How to qualify real opportunities and avoid stalled deals 💡 Key Takeaways
- If you lead with “what” instead of “why”, you will be forced into price competition
- The real competitor in B2B selling is often doing nothing, not another vendor
- Strong discovery questions create differentiation before pricing ever comes up
- Internal champions are critical to carrying your value message inside the account
- Confidence and belief in your value proposition directly impact sales outcomes 👤 About Guest
Rich Van Sprang is General Manager and Vice President of Sales, Americas at Hitachi Vantara. With 18+ years of experience across sales, partner management, and executive leadership, he specializes in aligning go to market strategy with business outcomes and helping teams move from technical conversations to value based selling. Connect with Rich Van Sprang on LinkedIn: https://www.linkedin.com/in/richard-van-sprang-bbb8744/ If this episode sparked new thinking, share it with your team.
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