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Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling by Frank Cespedes

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1

The Dialogue That Rarely Happens

Jim Koch, the founder and CEO of Boston Beer Company (BBC, maker of Sam Adams and other leading craft beers), is one of the smartest and most analytical business leaders I have ever met. Jim has three degrees from Harvard, but to his credit, he overcame the handicaps.

After graduating from business school and law school, he worked for seven years as a strategy consultant with the Boston Consulting Group (BCG) before starting BBC in 1984. For some time, Jim was the sales force at BBC, and he makes regular sales calls to this day. In a “street sales” business, this involves many cold calls on bartenders, wholesalers, and other impatient customers. Like Willy Loman reminiscing about the New England territory or ...

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