On May 15, 2025, PACE Institute of Management continued PACE webinar series supporting the business community through turbulent times. The live webinar, featuring Dr. Frank V. Cespedes - one of the world’s leading experts on sales strategy, sales management, and business growth - attracted nearly 500 business leaders, managers, and entrepreneurs in Vietnam.
Discovering what is and is not changing in Sales
Professor Cespedes emphasized that Sales is the most context-dependent business activity, dependent on the realities of each industry and market. He advised business leaders need to be more cautious of “hyped” trends and identify which ones truly bring long-term value. Only by investing in core values and understanding their customers can businesses avoid falling behind competitors who are more focused and customer-centric.
Buying journey in a Digitally Connected World
With over 30 years of research in sales management, Professor Cespedes pointed out that the modern customer journey is no longer a traditional linear “funnel”. Today’s buyers actively seek out information and make decisions via multiple touchpoints - social media, e-commerce platforms, online reviews, influencers, and in-store experiences. The journey is a multi-dimensional, fluid, and unpredictable stream; customers easily shift between consideration stages at any time.
.png)
The buying journey is a multi-dimensional, fluid, and unpredictable stream
In fact, successful business are those that manage the end-to-end customer experience with precision, aligning messages and value propositions across all platforms – both online and offline. Mastering these connections builds trust and provides a competitive edge, especially as consumer behaviors grow more sophisticated and harder to predict.
Change management in Sales, start with People
According to Professor Cespedes, building an effective sales team starts with hiring the right people, prioritizing practical skills, and using simulation-based assessments rather than relying solely on interviews.
Ongoing training must focus on real-world skills and the smart integration of technology to enhance team performance. Importantly, both sales results and softer skills—such as attitude and behavior—should be continuously evaluated and developed.
He also highlighted that companies from dynamic markets like Vietnam have unique strengths: great adaptability, a willingness to experiment with new models, and a deep understanding of niche market needs. By combining this flexibility with systematic operations, investment in people, and technology adoption, Vietnamese enterprises are well-positioned to achieve breakthroughs.
.png)
During the webinar, Professor Cespedes shared valuable insights and useful frameworks, empowering participants to rethink their approach, enhance team capabilities, and prepare for sustainable business growth in this changing era.
Professor Cespedes is also the author of many influential books on strategy and sales, including “Sales Management That Works: How to Sell in a World That Never Stops Changing”. His book has been cited as a must-read book on sales strategy by Gartner, and as the best book ever on sales strategy management by Forbes.
PACE Webinar series will continue with more in-depth topics and leading experts. For updates, please follow our Website or Facebook page.
