Sales & Marketing Management - January/February 2009 - (Page 9) The of Schooling SALES The University Sales Education Foundation wants to give your reps academic cred—learn how to leverage it S www.salesandmarketingmanagement.com ales has been kind to Howard Stevens—a statement the HR Chally Group’s CEO would readily concur with. After all, the company he founded back in 1973 has grown into an industry-leading provider of sales force assessment and development tools, today serving more than 2,000 customers worldwide. That’s why, in 2007, Stevens decided it was time to give back to the line of work that had so handsomely rewarded him. Thus was born the University Sales Education Foundation What You Can Learn (USEF), a nonprofit group established by Chally to From the USEF promote sales instruction at the collegiate level and in the process, finally do away with the field’s long> Why sales training deserves standing Willy Loman rap. its rightful place in every business school “What’s the necessary thing to make [sales] a profession?” asks Stevens. “You have to improve the > Why 21st century selling image. You have to establish real, quality criteria and demands professionalization some real research, and universities are the best way > How university-trained reps to do that.” There’s only one slight problem here: benefit your bottom line Formal sales education is virtually nonexistent in U.S. business schools. By Jeremy Cohen JANUARY/FEBRUARY 2009 SALES &MARKETING MANAGEMENT 9 http://www.salesandmarketingmanagement.com
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