Sales Training Firm ValueSelling Expands into Asia with New Leadership Appointments
ValueSelling Associates, Inc., a prominent global leader in sales training and coaching, is significantly enhancing its international footprint with a strategic expansion into the Asia-Pacific region. The company has announced the appointment of two new managing partners: Kevin Sun in China and Tetsuro Yamamoto in Japan. This move underscores ValueSelling's commitment to delivering consistent, buyer-centric sales methodologies across diverse regions, languages, and cultures, addressing the growing demand for aligned sales execution in global markets.
Strategic Growth in the Asia-Pacific Region
The expansion into Asia is a cornerstone of ValueSelling's global growth strategy, aimed at supporting multinational organizations with tailored sales training solutions. By appointing local leaders, the company ensures that its programs are delivered in native languages such as Mandarin and Japanese, while maintaining a unified global framework. This approach enables businesses to achieve more effective and consistent sales performance across international borders.
Julie Thomas, president and CEO of ValueSelling Associates, emphasized the importance of this development: "Expanding our presence in the Asia-Pacific region is a key pillar of our global growth strategy. Our two new Managing Partners, Kevin Sun and Tetsuro Yamamoto, bring a unique combination of regional expertise and global business experience. We are excited to have them join the ValueSelling team and share our strong sales methodology for global success."
Meet the New Managing Partners
Kevin Sun assumes the role of Managing Partner in China after previously serving as a facilitator for ValueSelling, where he built a strong track record in delivering impactful sales training programs. With over 20 years of experience in multinational organizations, Sun has held various leadership roles in sales, regional management, and general management. In his new position, he will focus on expanding client partnerships across China and the broader APAC region, helping organizations drive more consistent and effective sales execution.
Tetsuro Yamamoto brings more than 35 years of experience in enterprise B2B sales within the IT industry, with a particular focus on serving manufacturing organizations. His career includes senior sales and leadership roles at global companies such as Celonis, Wind River, Motherson Technology, and IBM. During his nearly three decades at IBM, Yamamoto held multiple leadership positions, specializing in enterprise solution sales, consulting, and corporate strategy. His deep understanding of both Japanese and global business environments equips him to align technology, business strategy, and customer outcomes in complex, multi-stakeholder sales scenarios.
Global Reach and Impact
ValueSelling Associates continues to expand its global reach, offering sales training and coaching in more than 17 languages through a worldwide network of certified partners. By combining local expertise with a common sales language, the company empowers multinational organizations to align their revenue teams and execute more effectively across different regions. This strategy not only enhances sales performance but also fosters long-term customer relationships and higher win rates.
The company's offerings include bespoke training for a wide range of organizations, from FORTUNE 1000 companies to mid-sized businesses and startups. These programs feature eLearning courses, instructor-led workshops in virtual and in-person formats, microlearning modules, and on-demand reinforcement tools. Additionally, ValueSelling provides AI-powered sales coaching through its ValueCoach AI™ avatar, Val, designed to drive behavior change and boost revenue growth.
Trends and Importance of Sales Training in the APAC Region
Sales training and coaching in the Asia-Pacific region are evolving rapidly, driven by digital transformation and the need for consistent, value-based selling across global markets. Organizations are increasingly moving beyond one-time training sessions toward continuous learning and AI-supported coaching initiatives. However, adoption and execution vary widely by country, highlighting the demand for structured methodologies that can be delivered locally while aligning global teams around a unified sales approach.
Professional sales training is crucial for B2B organizations as it helps sellers engage buyers more effectively, uncover business challenges, and advance opportunities. Value-based sales training enables sales teams to link solutions to measurable business outcomes, resulting in higher win rates, stronger deal quality, and more sustainable customer relationships. ValueSelling Associates works with diverse industries, including technology, manufacturing, finance, healthcare, and business services, addressing common sales challenges such as lead generation, competitive differentiation, and complex deal negotiations.
This expansion into Asia positions ValueSelling Associates to better serve its global clientele, reinforcing its role as a leader in the sales training industry and contributing to the broader business landscape in the Asia-Pacific region.
