book
HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
by Harvard Business Review, Philip Kotler, Andris Zoltners, Manish Goyal, James C. Anderson
May 2017
Beginner
192 pages
4h 22m
English
Content preview from HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
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by Manish Goyal, Maryanne Q. Hancock, and Homayoun Hatami
FOR YEARS, SALES REPS at a leading chemicals and services company had successfully worked their territories, but in recent months sales volume had plateaued, because of encroaching competitors and shifting demand. Using its emerging analytics capability, the global firm took a more granular look at its business. It diced its seven U.S. regions into 70 “micromarkets” and zeroed in on those with the greatest potential. It then pulled reps away from overserved territories, created sales “plays” for the newly identified hot spots, and redeployed the sales force. Within a year the sales growth rate doubled—without an increase in marketing or sales costs.
The key to ...