Please welcome a phenomenal sales thought leader that is bringing some much-needed fresh ideas to the world of B2B sales. Ashley Welch is the Co-Founder of Somersault Innovation and the author of Naked Sales. Ashley joins hosts Craig Rosenberg and Matt Amundson to discuss the core idea of “Selling by Design”, how to craft a collaborative co-creating process with your buyers, and why you need to know how to navigate your customer’s customer map.Also, Craig gives an update on his son’s Instagram followers and Matt takes a sip of something scrumptious. Takeaways:Prioritize curiosity in customer interactions. Understanding the customer's needs, fears, and motivations through genuine inquiry can build stronger, trust-based relationships and uncover deeper insights into how to meet their needs effectively.Shift from presenting solutions to co-creating them with customers. This approach not only makes the solution more tailored and relevant but also builds a sense of ownership and partnership with the customer, leading to higher engagement and satisfaction.Push for a deeper understanding of the customer's broader ecosystem, including their end-users and other stakeholders. This comprehensive perspective can inform a more strategic and impactful solution that addresses wider organizational goals and challenges.Foster a mindset of innovation and creative problem-solving within the team by adopting principles of design-thinking. Encourage them to always start with the customer perspective and iterate solutions based on feedback and changing requirements.Chapters:00:00 - BRIEF Final Four Recap from Junior  Sports Correspondent, Craig Rosenberg02:53 - Introducing Ashley Welch! 05:17 - Drink Break05:29 - Does Expertise Trump Curiosity in Sales?15:29 - Putting Yourself In The Customers' Shoes22:12 - Deep-dive into Design Thinking in Sales40:38 - Get More Creative With Your Discovery Process43:53 - Creating Your Customer’s Customer Map53:11 - 4 Doorways to Deeper Discussions with ProspectsQuote of the Show:“At the end of the day, I think everybody just wants to feel loved and listened to. That is your job as a seller. Love them, listen to them.” - Ashley WelchSponsor:Ringmaster Conversational Marketing - The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Guest:Guest LinkedIn: https://www.linkedin.com/in/awelch1/ Guest Website: https://www.somersaultinnovation.com/ Naked Sales: https://a.co/d/bZtDydk Shoutouts:John Barrows: https://www.linkedin.com/in/johnbarrows/ Doug Landis: https://www.linkedin.com/in/douglandis/ Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1