Sales Management That Works
A review of

Sales Management That Works

How to Sell in a World That Never Stops Changing

Frank Cespedes • Harvard Business Review Press • 2021

The Way to Sell Is Changing

by David Meyer

Harvard professor and admired author Frank V. Cespedes explains in detail how selling is changing and how salespeople and sales managers must change with it.

Sales executives cling to the AIDA formula. They believe moving sales prospects through “awareness, interest, desire and action” constitutes a workable overview of the sales process. Frank V. Cespedes, a senior lecturer in business administration at Harvard Business School, explains why you should put that sacred cow out to pasture, along with the obsolete sales funnel.

In this must-read manual – longlisted for Porchlight’s Business Book Award and shortlisted for an Outstanding Works of Literature (OWL) Award – Cespedes explains how sales managers and representatives should conceptualize their work and plan and implement their sales activities. Non-sales executives, particularly CEOs and CFOs, will also benefit from his wisdom.

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