Sales Transformation: From selling technology to building customer loyalty

By: Gary Tubridy Chief Sales Executive Events

At the 2014 Chief Sales Executive Forum, keynote speaker Kelly Londy, executive vice president and CCO of Accuray, shared her experience in transforming a sales force from pushing product to building customer loyalty…and turning a nice profit in the process.

Some highlights:

  • Customer business challenges – Know your customer’s biggest challenges cold. Plan how to make them realize that you can help. For this sellers need stories, cases that articulate what can be done and which offer proof that they have answers.
  • Ease the customer experience – Align resources with what matters most to customers. Get the jobs, reporting relationships and metrics right. Create a “happy to help culture.” Make yourself easy to do business with.
  • Train and coach for skills that will meet customer needs and build loyalty – Assess the skills needed from top to bottom. Then build the skills that are lacking; reinforce the ones that already exist. Coach in the moment to ensure these skills are honed.

Assume that when a customer says “NO,” you didn’t ask the right question. Come at it from another angle. Make it the sales force’s mission to solve customer problems. That’s hard work, but it is the only way to build lasting customer loyalty.

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

Londy

We look forward to sharing more graphic recordings of more keynote presentations from the 2014 CSE Forum in the coming weeks.

Don’t miss the 2015 CSE Forum Series. Reserve your spot today!

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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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