Larry Williams

Founder & Principal Consultant, Value First Sales

After nearly 20 years in sales, Larry Williams has seen firsthand how dramatically the buying process has changed.

Salespeople once served as the primary source of information. They introduced buyers to new products, services, and solutions through persistent outreach and relationship building.

That world no longer exists.

Today’s buyers are doing their homework long before they ever speak with a salesperson. They research companies, explore solutions, consume content, ask their peers, and increasingly use AI to evaluate their options. By the time a salesperson enters the conversation, the buyer may already have a strong opinion about who they trust and who belongs at the table.

Yet many companies in the B2B health and wellness space are still selling as if the old rules apply.

Larry created Value First Sales around a simple belief:

The most effective way to sell is to create value before pitching a service.

That means positioning your company as a trusted resource, demonstrating expertise through valuable content, understanding the challenges your buyers are trying to solve, and equipping sales teams to lead with insight instead of a pitch.

Value First Sales works with companies that want fewer cold conversations, faster trust, and shorter sales cycles by aligning content, positioning, marketing, and sales coaching around one principle:

Put value before the pitch. Every time.