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

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7

From Sales Tasks to Selling Behaviors

Aligning selling behaviors with sales tasks is the essence of performance management in this area of business. As chapter 3 indicated, there are multiple levers to do this. This chapter focuses on a factor that should condition how a firm uses those levers: the translation of strategic choices into an ideal-customer profile and how that affects selling behaviors. For much of this chapter, I'll use a start-up example, because early-stage ventures confront these issues in an especially stark manner. But linking selling behaviors with buying processes is necessary in a start-up or big global corporation.

Beat the Devil: Scaling a Sales Process

It's tough to start a business that gets traction with paying customers. ...

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