The Importance of Buyer Persona in Sales with Frank Cespedes

In this episode of Enterprise Sales Development podcast, we speak with Frank Cespedes, author of Sales Management That Works: How to Sell in a World that Never Stops Changing. Frank previews his upcoming book and what inspired it. He talks about why it’s important for an organization to understand what they are doing with their sales department to help them decide what to do next. He also talks about why the buyer is the most important thing about selling and how the division of labor is so essential. Listen as he explains how the market process is a variable, not a constant.