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TV Expert Interviews / Sales Training / Nov 13, 2019 / Posted by Richard Ruff, Ph.D. / 2554

Sales Training for a Transforming Market

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Dr. Richard Ruff has spent the last thirty years designing and managing sales training projects for Fortune 1000 companies. These projects have varied in scope from targeted sales training efforts for launching new products to large-scale sales training performance engagements with organizations like UPS and Smith & Nephew. Richard is a part of Level Five Selling.

Here we will be discussing:

  • What is the meaning of Level Five Selling?
  • Sales training is something to which people look at all the time. How the landscape change in the way that the traditional sales training doesn’t work or meet the needs of the modern seller anymore!
  • Most people don’t know what coaching looks like in a professional business sense and goes triple for sales coaching. This is the reason why most of the people misunderstood the actual meaning of coaching. What is the exact meaning of coaching in a sales management sense?
  • A lot of training in the past is being set up assuming that all selling is done face-to-face as it used to be but the reality is that’s not the case anymore. Nowadays, a lot of selling is done online. Hence using technology to coach is a good idea as a lot of salespeople are using technology to sell and a lot of sales training isn’t really adapted to that chair. What are Richard’s views on the same?

As a salesperson, you need to take cues from the customers – right from buyers because if the buyer wants to engage with you in a particular way and you try to force him to engage in a different way, then it can ruin the whole deal. This is why it is always prescribed to take the cues from the prospects and figure out how they want to be communicated.

Yes, coaching is effective but it is also true that it takes a lot of time. Hence the availability of online coaching facilities helps people to manage their multiple tasks at a time. There are tremendous numbers of learning management systems that are really good.

Level Five Selling: The book

If you apply a simple rule of six sigma to your sales culture that the single most important metric you can track is a quality sales call, and you make your sales leaders accountable and responsible for developing a team of Level Five salespeople, you will have happier more loyal customers, improve your win rates, improve your forecast accuracy, and reduce costly time consuming turnover.

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John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.


About Author

Richard Ruff has spent the last thirty years designing and managing large-scale sales training projects for Fortune 1000 companies. Best-selling author of Sales Training Connection blog. He founded Sales Momentum, designs new-generation sales training programs focused on high-impact business results.

Author's Publications on Amazon

Today a major account sales force not only must sell a competitive advantage, they must be a competitive advantage – and that requires the ability to think and act strategically. The Sales Momentum white paper - Getting Major Account Sales Strategy Right - highlights 15…
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Mastering Major Account Negotiating explores the negotiation strategies and skills used by top performers selling in major accounts. The negotiation book cover topics included in this ebook are 1. building the customer relationship 2. creating and sustaining trust 3. creating a bigger pie 4. planning…
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Major accounts are not just big little accounts - they're fundamentally different. Mastering Major Account Selling explores the skills and competencies of top performers selling in major accounts. Three core sales performance skills are addressed in Chapter 1; asking questions, active listening and positioning your…
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