How do you get the sales you need in today's ever-evolving landscape? Dr. Frank Cespedes graces the Walker Webcast to drop the essential sales strategies and techniques that you need to maintain a thriving and game-changing enterprise.

Frank's vast experience spans his work with many companies on go-to-market and strategy issues, and he has been a Board member at consumer goods, industrial products, and services firms. He teaches at Harvard Business School while serving as Managing Partner at a professional services firm for 12 years. He is the author of six books, including Aligning Strategy and Sales, which was cited as "the best sales book of the year" (Strategy & Business), "a must-read" (Gartner), and "perhaps the best sales book ever" (Forbes).

His newest book is Sales Management That Works: How to Sell in a World That Never Stops Changing. Willy opens the discussion on how the book covers the lessons on how Jack Welch, considered the greatest leader of his era who took GE from a billion dollars to 10 billion a year of yearly profits, had a horse race to decide his successor. Today finding sales talent is still the hard part for companies.

The conversation leads to why Frank emphasizes how CEOs should not only set the foundational conditions for business development in their company but never lose their connection with customers. "Once they become CEOs, the rest of the organization conspires to "protect" them against customers. As a result, they're often making decisions based on an obsolete vision of what's really going on out there. And that's been Frank’s experience that when companies fail in terms of tens and hundreds of billions in shareholder value, you just can't point to one person to take the blame. It's a variety of other factors."

This calls to discuss how sales have changed because of digital transformation. Willy cites one data point Frank brings up in his book: that people's impression of online media, online sales versus brick and mortar, is completely distorted. Numbers show that despite what many of us think, an Amazon and UPS-driven economy is "overhyped," "misunderstood", and can affect companies.

To drive the point further, Frank reminds us that the most important thing about sales now and in the future is always the buyer and not the seller. Auto sales is a good example of how the vast majority of buys that comprise 96% still occur in the dealership. This was confirmed during the pandemic as well.

Tune in to this new episode of the Walker Webcast — Getting The Sales You Need with Dr. Frank Cespedes, Harvard Business School Professor

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