Consultative selling in complex B2B sales is no longer optional - it’s the shift every sales leader must master as buying becomes more complex and stakeholder-driven. In this episode of the B2B Sales Trends Podcast, Harry sits down with Yasha Mitrotti, Executive VP at bioMérieux, to unpack how B2B selling has evolved from technical expertise to value-based, stakeholder-driven conversations. Drawing on 30 years of enterprise sales experience, Yasha shares what actually separates top performers today, and why many teams struggle to adapt. The future of B2B selling isn’t about product knowledge - it’s about translating value across stakeholders and leading complex conversations with confidence. 🔗 Explore more insights: https://www.globalperformancegroup.com/ 📘 Download the whitepaper “You’re Entering the Deal Too Late”:
👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator:
👉 https://revenueaccelerator.globalperformancegroup.com ⏱️ Timestamps:
00:00 – Why consultative selling matters in complex B2B sales today
03:00 – The shift from technical selling to enterprise sales strategy
06:30 – Common mistakes in complex B2B sales conversations
10:00 – Value-based selling across multiple stakeholders
14:00 – Creating demand through consultative selling & innovation
18:00 – Sales transformation, change management & future trends You’ll learn:
– Why technical selling fails in modern B2B environments
– How to adapt your sales strategy for enterprise and multi-stakeholder deals
– What separates top performers in complex B2B sales today
– How consultative selling drives real business impact 💡 Key Takeaways
- Technical expertise alone is no longer enough - modern B2B sales require business-level conversations
- Consultative selling means translating value differently for each stakeholder, not repeating the same pitch
- The biggest mistake in complex sales is retreating into product features instead of business outcomes
- Sales transformation is a mindset shift - top performers actively build new skills, others resist change
- Confidence in selling comes from preparation, repetition, and clarity on the value you deliver 👤 About Guest
Yasha Mitrotti is Executive Vice President of Industrial Applications at bioMérieux. With nearly three decades of global sales leadership experience, he has led commercial organizations across regions and industries, helping teams transition from technical selling to value-based, enterprise sales strategies.
Connect with Yasha Mitrotti on LinkedIn: https://www.linkedin.com/in/yasha-mitrotti-412aa313/ If this episode sparked new thinking, share it with your team.
🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at http://www.globalperformancegroup.com/ 📘 Download the whitepaper “You’re Entering the Deal Too Late”:
👉 https://globalperformancegroup.com/resources/#papers 📈 Try the Revenue Accelerator:
👉 https://revenueaccelerator.globalperformancegroup.com 🎙️ Want to Be a Guest on B2B Sales Trends?
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