• Skip to main content

Top Sales World - inspiring the global sales community

  • Home
  • About
  • The Top 50
    • Top 50 Sales Blogs 2020
    • Top 50 Sales Books 2020
    • Top 50 Keynote Speakers 2020
  • Contributors
  • JF Initiatives
    • Top Sales Articles
    • Top Sales Awards
    • Top Sales Futurists
    • Top Sales Leadership
    • Top Sales Magazine
    • Top Sales Library
  • Contact Us

Tom Steenburgh on Selling New Products, Part 2

Tamara Schenk - 27 November 2018

We continue our conversation with Tom Steenburgh, the Richard S. Reynolds Professor and Senior Associate Dean for Faculty Development at the Darden School of Business, co-author of “How to Sell New Products” in the current issue of the Harvard Business Review. See Part 1 here.
 
Q: In the sales organization, who should drive the new approach to selling new products? Where should the change in training come from?
TS: Most sales organizations seem to rely a lot on L&D to help develop the training programs, and that’s certainly one group that needs to be involved. There’s another group, though, that a lot companies could use but don’t: If you think about the new product design process, companies that have a design thinking group spend a lot of time with the customer designing products. And that process of spending time with the customer will give you a lot of insight into how

© Copyright 2010 - 2021 topsalesworld.com · All Rights Reserved · Contact· Privacy Policy · A JF Initiative