In this conversation, Paul Niven, Vice President of Sales at Alta Genetics, shares his extensive journey in the agriculture and dairy industry, particularly focusing on his experiences in China and international sales. He discusses the importance of understanding customer needs, the qualities of effective sales leaders, and the significance of structured sales training. Paul emphasizes the need for salespeople to build genuine relationships with customers while also being knowledgeable about their products. St John and Paul discuss the challenges and strategies in sales training and management, particularly in the agricultural sector. They emphasize the importance of effective training methods, the role of sales managers, and the vital integration between sales and marketing. The discussion highlights the need for follow-up after training events, the balance between managing and selling, and the evolving nature of sales strategies. Paul also shares insights on the difficulties of agricultural sales and the necessity of continuous learning and adaptation in the field.
Paul's LinkedIn: www.linkedin.com/in/paul-niven-%E…5%8D%9A-1127a8b/
Sound Bites
- There are no customers in head office.
- A theory download is no good.
- Sales managers should not be selling.
- Sales is the lifeblood of business.
- Agricultural sales is very tough.
- Don't pretend you know everything.
- You need to keep learning.
Chapters
00:00 Introduction to Paul Niven and His Journey
02:11 - Career Path and Experiences in Agriculture
08:33 - Transition to China and International Sales
12:34 - Managing a Diverse Sales Team
14:28 - Qualities of a Good Sales Leader
20:28 - The Importance of Customer Relationships
26:41 - Sales Training and Development
34:15 - Defining a Successful Sales Process
38:45 - The Pitfalls of Traditional Sales Training
42:11 - The Role of Sales Managers in Coaching
44:41 - Designing Effective Sales Management Training
48:40 - Sales Managers: Should They Sell or Manage?
54:18 - The Interplay Between Sales and Marketing
01:01:46 - Advice for Younger Sales Professionals
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