Prospects are bombarded daily with messages pressuring them to buy. That can get pretty exhausting.  Even if you’ve got a product they need, people don’t buy products. They buy the results the product will give them. You’re in sales; your job is to sell. I get it.  But what if selling for the sake of selling wasn’t your primary goal? What if providing value was your focus?  I caught up with repeat guest Robbie Traube, CRO at subscription economy leader Zuora, to discuss the power of the ValueSelling Framework® for scaling sales organizations. We also talked about: How Robbie started using the ValueSelling Framework and his relationship with it throughout his career The biggest results Robbie has seen from relying on the ValueSelling Framework. How value selling comes to life in an organization. How to ensure sales teams continue to apply sales frameworks in a virtual world. This post includes highlights of our podcast interview with Robbie Traube, CRO at Zuora. For the entire interview, you can listen to The B2B Revenue Executive Experience. If you don’t use Apple Podcasts, we suggest this link.