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.

Sales training – managing a conundrum

Sales training programs – criteria for selecting effective sales training. Continue reading

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Best practices for improving sales process

Improve your sales process. It is whatever your salespeople are doing on a given day to improve their navigation of the customer’s buying process. So it makes good sense to gain control. If not you will end up with everyone doing their own thing and having a fair number of sales reps being less effective than they could be if you pursued a systematic approach to improving the sales process. Continue reading

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Sales management coaching training – necessary but not sufficient

Effective sales coaching is necessary, but it’s not all that’s needed for companies to have effective sales coaching initiatives. Continue reading

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Building sales management excellence: 12 questions for getting it right

Front-line sales managers are the pivotal job for building an effective sales team. This blog contains 12 questions to help sales managers build sales management excellence. Continue reading

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Medical sales – the power of selling with clinical data

Selling with clinical data is becoming increasingly important. This blog shares why this is true and 3 traps sales training directors must avoid. Continue reading

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A 2026 excursion to the future of sales training

2016-2026 will prove to be one of those “hold on to your hat” periods that ushers in significant changes in all aspects of sales training. Companies that adapt their sales training will see the results in revenue and market share. Continue reading

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Transitioning to sales manager – a rubicon moment

4 best practices to help new sales managers succeed. Continue reading

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Medical sales training – something different vs. more of the same

The healthcare market is undergoing transformational changes in the way they buy, requiring companies to change the way they sell. This means companies must approach how they train their sales teams differently – across a wide variety of dimensions. Continue reading

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Navigating the byzantine world of the complex sale

Relying on relationship selling alone for success will not carry the day when you are engaged in a complex sale. You must be business-savvy, possess superior sales skills, know the customer’s business and have the institutional awareness and political acumen to leverage and orchestrate internal company resources. You must be a trusted advisor who can provide insights that make a difference versus a product facilitator who simply has a solution to sell. Continue reading

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Sales alert: millennials are here

Sales training for Millennials, to be successful, must consider their experience and expectations – and they differ from their colleagues. Continue reading

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