Until recently, sales managers received no specific training for their jobs. However, selling has become more complex with the emergence of regulations and more sophisticated customers. Sales managers need to inspire and achieve sales results by managing teams of professionals and other resources. To do so, they need guidance on dealing with issues that arise in these broader aspects of their role. This concise guide for sales managers is based on a well–known sales management technique called the ‘customer portfolio matrix’. Beth Rogers weaves her version of this throughout, enabling sales managers to see their strategy from the customer’s point of view. Doing so will allow them to set realistic objectives, design new strategies that add real customer value, avoid wasting time on price–oriented customers and deploy resources for maximum results.
These days people call me a leading thinker on sales management. I have the privilege of being able to create and consolidate knowledge and share it with others via teaching and writing. But I began my working life in a fish and chip shop, and have learnt quite a lot from experience. Besides selling in small and large companies, I have been a marketer, a consultant, a manager and Chair of the UK Sales Board. I have used all of that in the way I approach training, education, doing research and compiling case studies of best practice. The modern business world is so competitive we all need to keep up to date with all kinds of knowledge, as well as leveraging all the experience and intuition we have. I hope you find my books easy to read and informative. In particular, "Rethinking sales management" has received some very nice reviews. I know some of those readers, and knowing also that they have been able to apply the ideas and improve sales performance is one joy in my life. The others are Wycombe Wanderers winning a game (preferably when I am there to watch) and my dahlias, which grow much more reliably than my vegetables. And yes, I do still like fish and chips!