David Freedman of Huthwaite International has advice for companies trying to sell their way out of the recession.

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David Freedman, IT business director, Huthwaite International, offers his top tips for retaining business in difficult times.

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A significant new product is about to be launched. It's technologically innovative, it meets a clear market need and, best of all, it leapfrogs the competition. The product is introduced to the salesforce and they report back great initial enthusiasm from the marketplace. So why does a product with such great promise seem to be struggling for its life?

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When this global IT company found the need to review it's sales strategy, process and skills, it revealed a need to develop a more consultative relationship with customers and develop an organisation that was more customer focused. Huthwaite was selected to deliver the major account selling skills project.

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Despite the undoubted importance of IT security today, sales are not as easy to land as some might think, writes David Freedman.

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You can't train your engineers to be salespeople but, says David Freedman of behaviour change consultancy, Huthwaite International, you can help them gain the skills to grow business from your existing customer base.

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For many IT companies, trade shows form the single biggest part of their annual sales and marketing budget. Yet how often do you come away with the nagging feeling that it was not worth the time and money in exhibiting - a question which may regularly be asked, rather more pointedly, by your board of directors?

David Freedman, IT sector head of Huthwaite International, looks at why people are key to making the most of your exhibition investment.

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What if the route to market is indirect, via channel partners? Or sales leads are generated by an external call centre? How can such a company maintain its competitive edge, by ensuring the sales techniques of third parties are of a high level and suited to the customer base? These were the issues faced by the Product Lifecycle Management (PLM) division of leading global services company, EDS.

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Sony brought together its European VideoConferencing sales team for a four day programme focused on developing the skills and strategies needed to win major account sales in a highly competitive market. Six teams of delegates competed over the four days to win the business in a custom built simulation of a major sale.

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