Most sales teams don’t lose deals because of product or effort. They lose them because they struggle to communicate in the language executives use to make decisions. In this session, Kevin Cope and Ben Cook, authors of Business Acumen for Sales Success, draw on 20+ years of experience with global organizations, including 34 of the Fortune 50, to show why business acumen is now essential for modern sales teams. Rather than introducing a new sales methodology, this session focuses on the missing layer beneath every methodology: understanding how customers think about cash, profit, assets, growth, and people—and how those drivers shape executive priorities.

Sales leaders will learn: 

- Why strong sellers think like business leaders, not product experts

- How the Five Business Drivers frame executive decision-making

- Where sales conversations commonly stall at the senior level

- How business acumen increases credibility, deal size, and win rates

From Day One is a Recertification Provider for SHRM and HRCI. This session is eligible for 1 PDC. The Activity ID will be sent to attendees after the conclusion of the session.

This session is hosted by the From Day One editorial team with support from Acumen Learning.