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Sales Management That Works

How to Sell in a World That Never Stops Changing

Frank V. Cespedes


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In this practical and research-based guide for sales managers, Harvard Business School professor Frank Cespedes offers essential strategies for thriving in an industry that never stops changing.

The rise of e-commerce. Big data. AI. Given these trends (and many others), there's no doubt that sales is changing. But much of the current conventional wisdom is misleading and not supported by empirical data.

If you as a manager fail to separate fact from hype, you will make decisions based on faulty assumptions and, in a competitive market, eventually fall behind those with a keener grasp of the current selling environment.

In this book, sales expert and professor Frank Cespedes provides sales managers and executives with the tools they need to separate the signal from the noise. These include how to:

  • Hire the right talent—not just stars
  • Pay and properly incentivize your sales force
  • Improve ROI from your training programs
  • Create a comprehensive sales model that aligns with your strategy
  • Set the right prices
  • Build and manage a multichannel approach

Chock-full of examples, research, guidelines, and diagnostics, Sales Management That Works is the book you need to build a great sales team, create an optimal strategy, and steer clear of hype and fads.

Harvard Business Review Press, 9781633698765, 256pp.

Publication Date: February 23, 2021

About the Author

Frank V. Cespedes is the MBA Class of 1973 Senior Lecturer of Business Administration at Harvard Business School. He has run a business, served on the boards of established corporations as well as startups, and consulted to companies around the world. He is the author of six books, including Aligning Strategy and Sales and Concurrent Marketing, and numerous articles in Harvard Business Review, the Wall Street Journal, MIT Sloan Management Review, California Management Review, Strategy+Business, and other prominent publications.You can find Frank Cespedes at