Anyone for tennis?

Guy Matthews talks to Craig Redbond about consultative selling.

There is a well documented shortfall between what vendors offer and what Vars expect. To put the boot on the other foot, the chances are your customers are not getting what they want either, or certainly getting less of what they want than you believe they are.

This is the view of Craig Redbond, co-founder of The Information Group which specialises in educating salesforces and company management in the art of effective account management and customer-driven selling. The courses are aimed mainly at IT professionals in manufacturer or reseller organisations. They use methods which might have been regarded as pretty way out a few years ago and which to some will be reminiscent of US-style personal motivation courses. But Redbond is at pains to stress that these are not gimmicky pep rallies.