The Axioms of Selling Blog

Bob Sanders

Bob Sanders
Bob Sanders has more than 25 years experience in sales, sales management, and marketing. Bob has served as President and CEO of AXIOM Sales Force Development from 2006 to 2018. His passion about sales behavior and coaching helps develop people into their best selves. Since Bob joined AXIOM as a partner in the fall of 1993, he's helped dozens of companies around the world generate hundreds of millions in additional revenue. Bob holds a degree in Marketing from Miami University. He has been a keynote speaker at numerous corporate events and industry conferences. He is a founding underwriter and frequent contributor to the Sales Management Association. He co-authored AXIOM's “Selling Sciences Program™” workbook and audio program, and is a contributor on "A Journey to Sales Transformation". When Bob is not advocating on behalf of buyers and sellers worldwide, he is an avid cyclist, father, and husband.
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Recent Posts

05 Sep by Bob Sanders

Perhaps you recall the Seinfeld episode "Little Kicks" in which Elaine Benes dances at a party in a fashion George describes as a "full bodied dry heave set to music." To be sure, what Elaine lacked wasn't just a well orchestrated set of movements and perfect timing, but timing certainly compounded her general lack of ability. Which brings me to sales transformation.

Perhaps you've read our white paper on Sales Transformation and are considering a project for your organization. Or possibly, you're looking to improve results and sales transformation is one of several possible approaches you're evaluating to achieve this end.

Maybe you're simply curious about a term that is fast becoming one of the most talked about initiatives in business. Whatever the stage of your interest, you can quickly see that achieving trusted advisor status with your customers, and the corresponding impact on revenue and margins, involves more moving parts than Elaine's famed "little kicks" dance move. 

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29 Aug by Bob Sanders

Imagine if a football coach brought a new player onto their team, handed them a playbook, and told them, “Read this and be ready to run all of these plays for our next game, and by the way, the game is tomorrow.” Is this new player set up for success?

Probably not. It’s crazy to expect any player could learn the entire playbook, along with the skills they need to execute the plays, without some solid practice. And yet, this is more or less the approach to onboarding new salespeople in many companies.

Most companies know what they want a new salesperson to learn, but unfortunately, they haven’t put any thought into how the learning will be structured to ensure success.

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03 Aug by Bob Sanders

A lot of emotion and energy goes into sales forecasting and, unfortunately, there’s no magic bullet to developing a forecast that is 100% accurate.

However, it is possible for most companies to make significantly more accurate forecasts with substantially less negative energy surrounding the exercise. It may require attacking a few sacred cows that are barriers to effective forecasting, but when you don't have alignment between the various groups impacted by the forecast, something needs to change. 

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27 Jul by Bob Sanders

Are you taking full advantage of the growth opportunities in your strategic accounts?

In theory, strategic accounts are true collaborative partnerships where both the customer and the sales organization are continually seeking ways to grow value...for both.

Yet too often the day-to-day urgent issues get in the way of “thinking beyond the moment” so you can work with these accounts to identify and jointly pursue  growth opportunities.  

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29 Jun by Bob Sanders

Another NFL season is fast approaching, and as the teams prepare for mini camps I'm wondering whether or not we will hear about any conversations like this:

Coach #1: "Glad we have Tom Brady returning for another season Coach. How about you?"

Coach #2: "Absolutely, veteran player, with that much success means we won't need to spend much time and energy on him."

Coach #1: "Exactly! I love it when the owner brings in veterans who have already proven they can throw, catch, tackle and block. Really nothing left for us to do but motivate them and work with the rookies."

Coach #2: "No doubt! Should be a great season!"

In this context, such a conversation between two coaches seems completely absurd. Unfortunately, in sales this mentality is commonplace. In fact, similar conversations actually do occur. Why?

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