Sales as a Strategic Tool in Your Organization Stanford Executive Brief with Mike Bosworth

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A well-designed and well-executed strategy will earn above average profits.

  • The importance of diagnosing before you prescribe.
  • How your expertise can become your enemy.
  • The elements of "honorable" selling.

Mike Bosworth's approach to selling emphasizes respect for the prospect. He explains that everyone wants to buy--but nobody wants to be sold. Bosworth first learned this lesson at Xerox. There, sales productivity peaked after 18 months on the job, when the sales professionals knew the Xerox line so well that they could recommend the proper solution long before the customer finished explaining the problem. Customers found themselves being told what to do, and sales dropped. Bosworth advises that the best sales strategies allow customers to sell themselves on your solutions.

Mike Bosworth founded the sales productivity organization Solution Selling®. He is the former manager of field sales for Xerox Computer Services, and is the author of the book "Solution Selling: Creating Buyers in Difficult Selling Markets."

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