Author Archives: Richard Ruff

About Richard Ruff

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. During his career Dick has authored numerous articles related to sales effectiveness and co-authored "Managing Major Sales", a book about sales management, "Parlez-Vous Business" which helps sales people integrate the language of business into the sales process, and "Getting Partnering Right" – a research based work on the best practices for forming strategic selling alliances. Dr. Ruff received his Ph.D. in Organizational Psychology from the University of Tennessee and a B.S. from Rennsselaer Polytechnic Institute.

New business from existing business is smart business

6 best practices to grow existing business Continue reading

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New sales managers – starting off on the right foot

New sales managers – best practices for jumpstarting when you find yourself to be a new sales manager. Continue reading

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Listening – the forgotten twin of sales success

Active listening is key to sales call success – best practices to help salespeople do a better job listening. Continue reading

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Getting sales rep onboarding right – it matters more than ever

A world-class sales team is more important than ever … but building one is more difficult than ever because of the increased complexity of the
 sales environment. An effective onboarding process is part of the answer but historically and presently the onboarding process has not been a priority at the leadership level and, adding to the mix, the folks being hired and promoted are bringing a new and very different set of expectations and preferences. Continue reading

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Sales performance – average is over

What customers buy, how they buy, and what they are willing to pay for it is changing. This means that how companies train salespeople, how sales managers coach their sales teams, and the role that self-motivation plays in developing salespeople is more important than ever. Continue reading

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Artificial Intelligence – a last best hope for sales management coaching

When sales managers spend more time with their sales teams, good things happen. Yet, sales managers often run out of time to coach their sales team. Sales managers in best-in-class companies actively coach their sales teams – and – they leverage trends, like AI, to ensure that their sales managers have the time to coach. Continue reading

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Sales memo – winning starts with thinking strategically

In B2B sales one-size-does-not-fit-all is a cornerstone proposition. There are no generic customers; hence there are no winning generic strategies – each customer is unique and every winning account strategy must take that uniqueness into consideration.
When thinking about what it takes to formulate a winning sales strategy, a good starting point is remembering you are dealing with a complex buying environment. Many decision-makers and influencers are involved, the needs and issues are multi-layered and often conflicting, and the solution configuration and implementation management is likely to be complex and sophisticated.

What must salespeope do? Know their customer and think innovatively. Continue reading

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Selling at C-level and the too late-too little puzzle

When selling to the c-suite, leave needs discovery home. Time spent vs. the value received does not work out very well for the senior executive. Too much of the time in the meeting is spent on educating the salesperson about a problem the senior executive already understands. Instead – have a business conversation! Continue reading

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Negotiation strategy – positioning the glass as half full

Role of anchoring in crafting and executing a successful sales negotiation. Continue reading

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Virtual reality – a new day for medical product launch presentations

Sales presentations – using virtual reality in sales presentations and even sales training – to improve effectiveness. Continue reading

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