So how do you turn strategy into daily sales behavior?
JD Singh, SVP & Global Head of Sales, Enterprise Solutions at S&P Global, joins Harry Kendlbacher to unpack how sales leaders can scale these behaviors without relying on a handful of “super sellers.”
They explore why negotiation starts before price, why generic knowledge can kill an executive meeting, and how building the ROI case with the customer can change the entire sales conversation.
JD also shares why frontline managers are critical to making sales transformation stick, and what he means by “industrialising” sales performance.
⏱️ Timestamps
00:00: The real challenge of building a customer first sales culture
01:35: Why merged sales teams struggle to share one commercial identity
06:37: Customer centricity without sacrificing margin
09:32: Why negotiation starts before the price conversation
14:30: From vendor to trusted business advisor
19:08: How to industrialise sales performance and make change stick
23:32: Building the ROI business case with the customer
What you’ll hear about
• Why sales leaders need to replace individual “super seller” dependency with repeatable frameworks
• How treating negotiation as a continuous process changes the way sellers approach customers
• Why generic knowledge can lead to a very short executive meeting
• How frontline managers, playbooks, leading indicators, and continuous reinforcement make sales enablement actually stick
• Why customer-provided data can make an ROI business case far more powerful
About JD Singh
JD Singh is an experienced sales management strategist with 22+ years of experience driving sales growth and leading high performing teams. As SVP & Global Head of Sales, Enterprise Solutions at S&P Global, he focuses on customer ROI, reducing TCO, building strong customer relationships, and helping sales teams outperform.
Connect with JD on LinkedIn: https://www.linkedin.com/in/jd-singh-0818504/
📃 Resources
🔗 Explore more at: https://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
🎧 Prefer audio?
👉 Apple Podcast:
https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB
👉 Spotify:
https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25
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