Rethink your sales message…and your strategy execution

By: Gary Tubridy Chief Sales Executive Events, Insight-Led Selling, Sales Strategy

Another great keynote speaker at the 2014 Chief Sales Executive Forum was Thomas Isett, General Manager, GE BioProcess and Senior Advisor, Popper and Co. He shared his journey to insight-led selling and how he had to rethink both his sales message and his sales execution to achieve the growth he needed.

Some highlights:

  • Rethink the Sales Message – Develop an industry point of view. Take the time to carefully think through your messaging and be sure to create content that shows solutions in a customer context.
  • Rethink Your Strategy Execution – Sellers need to be on the same page, delivering similar messages. Too much variation on a theme dilutes your effort. Align your structure and staff with your strategy. Communicate. Train for the skills needed. Produce relevant collateral.
  • Build Seller Confidence – Clear the roadblocks that slow them down. Use your well-developed point of view to engage customers with “advocacy position,” but always finish the discussion with inquiry.

The illustration below from graphic recorder Kelly Kingman illustrates Thomas’ presentation in a most innovative way. Enjoy!

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We hope you have enjoyed these graphic recordings of the keynote presentations from the 2014 CSE Annual Forum.

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Gary Tubridy

Gary Tubridy is a senior vice president with the Alexander Group, and the general manager in charge of the firm’s management consulting business. He is located in Stamford, CT. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis on technology and medical products companies. He has personally managed projects in sales organization design, sales force sizing and deployment, sales performance management and sales compensation design. Gary has deep functional expertise in diagnosing sales management issues and helping clients execute action plans to improve results. He is currently researching and chronicling best practices of leading sales organizations in North America and enjoys organizing events specifically for top sales executives, including the Chief Sales Executive Forum. He is one of three founding stockholders of the Alexander Group.


Gary has been with the Alexander Group for over 20 years. Prior to that, he was in sales with the IBM Corporation. At IBM he was responsible for accounts in the manufacturing, process and financial services industries. He coordinated large account marketing activities, customer and sales representative training seminars and local selling efforts for four national account sales teams. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.


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