£190.49

SPA September 26th 2017 - Masterclass: How is Unlearning enabled in Sales O...

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Gloucester Rugby

Kingsholm Road

Gloucester

United Kingdom

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The SPA presents its members and guests with a unique opportunity to attend the launch of a new piece of ground breaking sales research.

Georgina Lack, PhD Candidate & Teaching Fellow, at the University of Bath, supervised by SPA Patron and Honorary member, Dr. Iain Davies presents her research as it hits its’ mid point. The findings that are emerging are showing how important the ability to simultaneously ‘unlearn’ and ‘learn’ is for sales organisations looking to compete in dynamic environments.

As buyers demand agile responses and value-creating solutions to meet their needs, sales organisations are becoming aware of the changing nature of buying, buying processes and buyer behaviour. The more successful sales organisations are now revisiting their customer alignment strategies in order to prevent obsolescence and deliver sustainable revenue performance. For this to be successful there is the need for a new sales capability: The ability to unlearn - developing mechanisms to discard obsolete routines and behaviours, whilst simultaneously learning. As dominant logic is resistant to learning and unlearning, sales organisations cannot rely on the unstructured and lengthy forgetting or fading of the old. Instead they need to structure intentional mechanisms for the enablement of unlearning, simultaneously with learning.

Sales leadership and management teams looking to actively unlearn whilst learning, are likely to meet resistance where deeply engrained and entrenched practices and methods, legitimized by past sales success have become the dominant way of being. In this Masterclass you will hear the latest research in sales enablement and learn strategies that you can implement in your business in order to stay ahead of the curve.

Speaker: Georgina Lack

PhD Candidate & Teaching Fellow, University of Bath

PhD Supervised by Dr. Iain Davies & Professor Juani Swart

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Gloucester Rugby

Kingsholm Road

Gloucester

United Kingdom

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