September 10, 2003
Reference customers built on relationships - Ottawa Business Journal
Terry Ledden is the managing partner for Sales aboutFACE Inc. His advice to companies looking for their first reference customer is to centre conversations with prospective customers on business issues with which the company or individual is dealing. A sales pitch will only turn off a prospective customer, whereas asking questions about business issues will create the relationship necessary to sign a deal.
"By getting the prospect to tell you what their problems are, the relationship will be much more collaborative, leading to potentially some co-development effort to finish the product design." (Read the whole article)
June 9, 2003
It's about sales stupid: Experts join debate about sales talent - Ottawa Business Journal
OBJ: How do you assess sales and marketing talent in Ottawa?
LEDDEN: I believe our local tech community is facing a challenge with respect to defining talent. There's no consistent or common context within which to assess talent. In the U.S. market, where many of our local tech firms compete, strategies have been shifting. Yesterday, U.S. players placed a heavy emphasis on having a better product or technology in order to win. Now, product superiority is no longer the name of the game. The highly competitive U.S. market "our battleground" has been shifting toward an approach to winning based on how they're selling, not just what they're selling. Our local talent tends to represent a cross-section of the traditional approach that typically relies on the need for some product, price or industry advantage in order to win. (Read the whole article)
January 1, 2001
Terry,
The CEO Summer Sales CAMP gave me the systematic sales approach we need to grow our business, particularly in this down market cycle. The Sandler sales process really fits our consultative business well. The process breaks down the steps of establishing a strong and trusting relationship with a prospective client right from the start with a focus on asking the important questions first and determining if there is a mutual benefit for both parties to proceed.
What I appreciated most was how you personally make it more real than the text books based on your extensive sales experience with large and small corporations and the live examples you shared and engaged us in.
You've got a great ability to quickly zero in on the essence of the material being covered and apply it to our world.
I take away enthusiasm and a refined approach to our sales strategy.
Kevin Bailey - CEO, Design 1st