Shows
Deans Counsel46: Thomas Steenburgh (Vanderbilt) on Pursuing the Big IdeasOn this episode of Deans Counsel, moderators Ken Kring and Dave Ikenberry speak with Tom Steenburgh, Ralph Owen Dean and Professor of Marketing (since July 2023) at Vanderbilt University's Owen Graduate School of Management. He's an expert in business-to-business marketing and sales, and believes in the power of collaboration between academics and business leaders to explore novel research ideas and solve real-world problems.Prior to coming to Owen, Dean Steenburgh served as the Richard S. Reynolds Professor and Senior Associate Dean of the Full-Time Program at the Darden School of Business. Before joining D...2024-09-1337 min
The Sales EvangelistTSE 1197: Effectively Sell New Products To Current Customers Salespeople often ask how to effectively sell new products to current customers. Some clients are satisfied with the current service they’re getting and they’re not keen on investing in another one. There is a way through this sales ordeal. Thomas Steenburgh teaches business marketing and sales at the Darden School of Business. He’s also […]
The post TSE 1197: Effectively Sell New Products To Current Customers appeared first on The Sales Evangelist.2019-10-1129 min
The Sales EvangelistThomas Steenburg | How To Effectively Sell New Products To Current CustomersHow To Effectively Sell New Products To Current Customers Salespeople often ask how to effectively sell new products to current customers. Some clients are satisfied with the current service they’re getting and they’re not keen on investing in another one. There is a way through this sales ordeal. Thomas Steenburgh teaches business marketing and sales at the Darden School of Business. He’s also an administrator and has stayed with the school for seven years. His team did a five-year research project on how to effectively sell new products to customers and what’s so hard...2019-10-1100 min
The B2B Revealed PodcastHow to Sell New ProductsThomas Steenburgh is a business professor at the Darden School of Business, with a focus on sales management and B2B sales processes. We discuss the launch of new products by sales teams, as well as some of the challenges that accompany these product launches. In addition, we cover the types of people who do the best at selling new products, the “shiny new thing” problem when selling to customers, and other gems that will make any company better at selling new products. To cap off the show, we talk about how B2B and sale...2019-09-0537 min
Behavioral Grooves PodcastThomas Steenburgh: On Selling New ProductsWe are excited to re-share our favorite episodes from time to time and this discussion with Tom was terrifically informative about the sales managers can be more effective at introducing new products to their sales team.
Thomas Steenburgh, PhD is a senior professor of Business Administration and Senior Associate Dean at the Darden School of Business at the University of Virginia. Tom spent a good portion of his career in the corporate world and before he departed for academia, he held senior positions at Xerox Corporation, ending his work there as head of the US Direct Incentive St...2019-06-231h 14
The Manage Your Message PodcastEpisode 22: Thomas Steenburgh: How to Sell Your New StuffWhen it comes to selling new products, the best-performing companies generate 6X the average returns and 12X those of the worst performers. What do they do differently? Thomas Steenburgh, co-author of "How to Sell New Products" in Harvard Business Review, joins us to explain.
2019-02-1137 minBehavioral Grooves PodcastThomas Steenburgh: How to Sell New ProductsThomas Steenburgh, PhD is a senior professor of Business Administration and Senior Associate Dean at the Darden School of Business at the University of Virginia. Tom spent a good portion of his career in the corporate world and before he departed for academia, he held senior positions at Xerox Corporation, ending his work there as head of the US Direct Incentive Strategy with a budget of $140 million budget for 4,000 salespeople Tom has partnered with Mike Ahearne, PhD from the University of Houston (featured in a June 2018 episode of Behavioral Grooves) on extensive research related to the performance and management...2019-01-281h 14
HBR IdeaCastWhy It’s So Hard to Sell New ProductsThomas 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."2018-12-1124 min