HBR IdeaCast

Why It’s So Hard to Sell New Products

HBR IdeaCast

Thomas Steenburgh, a marketing professor at the University of Virginia Darden School of Business, was inspired by his early career at Xerox to discover why firms with stellar sales and R&D departments still struggle to sell new innovations. The answer, he finds, is that too many companies expect shiny new products to sell themselves. Steenburgh explains how crafting new sales processes, incentives, and training can overcome the obstacles inherent in selling new products. He's the coauthor, along with Michael Ahearne of the University of Houston's Sales Excellence Institute, of the HBR article "How to Sell New Products."

Next Episodes

HBR IdeaCast

The Right Way to Solve Complex Business Problems @ HBR IdeaCast

πŸ“† 2018-12-04 22:07 / βŒ› 00:20:19


HBR IdeaCast

Speak Out Successfully @ HBR IdeaCast

πŸ“† 2018-11-27 20:54 / βŒ› 00:19:52


HBR IdeaCast

How Your Identity Changes When You Change Jobs @ HBR IdeaCast

πŸ“† 2018-11-20 16:38 / βŒ› 00:23:21


HBR IdeaCast

Why Management History Needs to Reckon with Slavery @ HBR IdeaCast

πŸ“† 2018-11-13 23:46 / βŒ› 00:24:57


HBR IdeaCast

Avoiding Miscommunication in a Digital World @ HBR IdeaCast

πŸ“† 2018-11-06 19:02 / βŒ› 00:24:11