Sales Management That Works

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.