Title Business Development Culture
Subtitle Taking Sales Culture Beyond the Sales Team
Author Alex Moyle
ISBN 9780749481919
List price GBP 19.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 248
Book size 153 x 229 mm
Publishing year 2018
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
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The impact of digital disruption in sales has never been fully explained until now in Business Development Culture. We all see it, all know it, but are collectively responding too slowly to changes that will have significant impact on every business. Moyle puts the sales efforts at the centre of this exploration, introducing the various areas of the business that must now consider how they support this effort. Culture will always be at the forefront of any sales leader’s world, understanding the macro environment and ensuring that their sales force is mobile enough to handle the technology revolution may be the new challenge for the next 20 years. Business Development Culture is the book to help challenge and evolve this strategy.

—Ben Turner, CEO, Association of Professional Sales


Business Development Culture defines how to facilitate a sales-oriented perspective throughout a company culture, enabling it to sell more on an ongoing and consistent basis. Highly practical in its approach, this book empowers readers to break away from the frustrations of missed opportunities and lost leads, and to escape the repetitive ‘feast and famine’ sales patterns. Providing direct guidance on the implementation of an immersive business development culture, this book will ensure that the wider objective of generating business profit is embraced by the entire organization, not just the sales team.

Easily tailored to maximize current processes, Business Development Culture features numerous tools and market-tested insights to support leaders in adapting their approach at both team and strategy levels. This invaluable guidance to an ever-widening issue is driven through the author’s extensive experience as a trainer, and a series of impacting interviews from across the industry. Insightful, practical and directly relevant, this book is an essential read to achieve stable, consistent growth, and ultimately, long-term profits.



Introduction to business development culture

PART ONE: Adapting to change is the new normal

Chapter 1: The challenges of a changing market • Value of knowledge • Value of the application of knowledge • The value of peace of mind • The value of inertia • References

Chapter 2: The challenge of cultural change • What are the consequences of this approach? • So what do we do about it? • But really, do I have to do this? • Why is business development culture change challenging? • So how do companies need to change their culture? • References

PART TWO: Building a customer focus into your team

Chapter 3: Building the case for change – educating and inspiring your team • Impact of commoditization • Defining your target market (and communicating it!) • Scarcity of prospects • Customer churn and loyalty • Repeat the mantra: We not I • Summary

Chapter 4: Do your teams understand your customers? • How does improving customer understanding increase employee motivation? • How to approach learning more about your customers • Before we move on let’s talk about procurement • References

Chapter 5: Creating a compelling, company-wide value proposition • What role does the value proposition play in today’s market? • What is the customer value equation? • What are the components of ‘perceived value’? • Putting the theory into practice • Summary • References

Chapter 6: Streamlining the buying process throughout your business • So… the good news • Switching from a ‘selling’ mindset to an ‘assistant buyer’ mindset • Summary • References

PART THREE: Aligning company and personal goals

Chapter 7: Do you know what your employees want? • Be curious • Career custodian: challenge and recognize • Educate and inspire • Summary • References

Chapter 8: Prioritizing the alignment of company and employee goals • Communicating company goals and aligning focus • What’s in it for me? • Exercises to help you improve how you align company and individual goals • Summary • References

Chapter 9: Avoid the smart dumb paradox – your team is a goldmine of ideas • Approach 1: Are you interested in what they have to say? • Approach 2: Acknowledge awareness of the issues • Approach 3: Authenticity around why decisions are made • Approach 4: Change is like building a car • Approach 5: How do you solve a problem like … • Summary • References

PART FOUR: Creating a mutually productive work environment

Chapter 10: Why collaboration is key to integrating sales culture • The self-interest and collaboration dilemma • What are the options to solve the sales collaboration puzzle? • How do you encourage your sales, marketing and operations teams to become more collaborative? • What stops us collaborating? • Who needs what? • Summary • References

Chapter 11: How to build confidence and capability • Mapping competencies and capabilities is critical to success • Why managers should coach and train more • Increasing managers’ coaching confidence • Summary • References

Chapter 12: Successful performance management in a business development context • Defining what you care about when managing performance • What is your current approach to performance management? • Implementing the independence via performance (IVP) approach • How to run motivational review meetings • The FAST review meeting • Summary • References

Conclusion – a quick recap


About the Author:

Alex Moyle has been in the business development and sales arena for over 20 years. He delivers sales and training programmes for organizations around the country, dedicated to improving overall sales performance and quota by instilling a culture of long term business development. He comes from a recruitment background, and is the founder of Elevated Recruiting, one of the UK’s leading recruitment training organisations.

Target Audience:

A thoughtful read for people interested in Management and Leadership.


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