Bizcast: Bits about books – In Conversation with Fred Copestake, Author of the book “Hybrid Selling”.
Fred Copestake is a consultant, trainer, coach, and an expert in helping sales professionals around the world to improve their performance and unleash their full potential.
With his unique style and pragmatic approach, Fred has worked in more than 35 countries delivering projects that range from implementing a European academy for a leading beer brand, developing sales skills in the Middle East for global healthcare companies, and introducing account development and sales leadership models in Latin America and Europe for IT and engineering multinationals.
Always focusing on the desired outcomes, Fred’s approach sees him work with his clients to discover new and more powerful ways of how they can do business, build mutually beneficial relationships with their customers, and increase revenue.
- The author wrote this book— his second, to address some of the current customer challenges such as the fact that customers are now more knowledgeable, and with the greater amount of information they have, they’re further down the buying cycle, and know more about what they want from salespeople. They are therefore more demanding and have higher levels of expectations. But paradoxically, they are also more confused because of the information overload, and would want salespeople to make sense of the world around them— a world characterized by volatility, uncertainty, complexity, and ambiguity. Here lies the opportunity for salespeople to work with customers and help them navigate the path.
- The book is narrated through a dialogue between two characters, Harry and Larry, who face selling challenges. Realistic, relatable day-to day-conversations that flow chronologically through a year and sales cycles provide context and insights into the challenges of selling for sales people. The author develops the EVOLVE Model, which provides a framework for improving sales effectiveness and efficiency. Hybrid selling is a mixture of multiple approaches, such as virtual selling, remote selling, face-to-face selling and a plethora of other means of reaching out to customers.
- Selling is changing, and sales professionals need to keep in touch with the latest methodologies to stay relevant and further their careers. Hybrid Selling goes beyond the use of tools and technology— it defines the way salespeople can adapt to a future that needs a multi-faceted approach to drive success. It covers an array of topics such as virtual selling techniques and innovative tools, managing sales opportunities based on delivering outcomes, defining what value really is for customers, and how to create it and key elements required to expand meaningful business relationships.
These and more insights in this new episode of Bits About Books with Fred Copestake.
Run time – 53.53 mins.