Negotiate Anything Culture Over Tactics: Richard Cogswell’s Formula for Sales Success
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Mar 3, 2025 In a captivating talk, Richard Cogswell, an author and seasoned sales leader, shares his insights on the vital role of culture in sales success. He discusses how thriving sales teams require more than just tactics; they need a cohesive mission and strong leadership. Cogswell delves into the challenges of transitioning from a high-performing individual to a managerial role and offers strategies for navigating difficult conversations. He emphasizes the importance of fostering a resilient company culture that aligns with organizational values for long-term achievement.
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Culture over Tactics
- Create a go-to-market plan instead of just focusing on individual sales tactics.
- This fosters a team culture and allows for better outcomes.
Leading vs. Selling
- Leading a sales team requires different skills than being a top-performing salesperson.
- Companies often promote top salespeople to leadership without proper training.
Internal Focus
- As a sales leader, focus on internal selling and negotiation within your team.
- Delegate and empower team members to think creatively and solve problems.
