Do you have more confidence in your ability to develop innovations than in your ability to commercialise them? Writing for Harvard Business Review, Thomas Steenburgh and Michael Ahearne argue that this common gap results from a lack of formal sales processes and talent-management strategies for new-product sales.
BARRIERS TO NEW-PRODUCT SALES
Successful companies recognise that the sales process for new products requires different allocations of time and must overcome different objections and barriers compared with the traditional approach. People who excel at selling new products have traits and behaviours different from those who successfully sell existing products.