Want Better Sales in the New Year? Darden School Executive Education to Host 2014 Webinar on Product Launches

23 December 2013

The higher the enthusiasm for a new product, the more effort a salesperson will put into selling it, right?

If you answered the question “yes,” you are wrong.

On Wednesday, 8 January 2014, University of Virginia Darden School of Business Professor Tom Steenburgh and his colleague and co-researcher Professor Michael Ahearne, faculty member at the C.T. Bauer College of Business, University of Houston, will co-host the free, live webinar “New Product Selling: What Works.”

During this event, Steenburgh and Ahearne will dispel some of the myths behind what works when selling new products to potential clients and consumers. Their research-supported approaches may surprise you.

The two professors conduct research on sales and marketing. Specifically, they examine ways for firms to motivate sales teams and measure the impact of their sales efforts.

Participants will learn:

  • Why conventional approaches to selling new, innovative products are ineffective.
  • Ways to manage the sales process that have the potential to revamp new product launches.
  • How sales trainers and content marketers are adapting to the new reality of product launches with more effective business communications.


Steenburgh and Ahearne will lead the Executive Education course, “Strategic Sales Management,” 3–6 February 2014, in the Washington, D.C., area
In this Executive Education course, participants will develop sales strategies to attract customers and cultivate relationships with them in ways that provide sustainable, long-term growth.

About the University of Virginia Darden School of Business

The University of Virginia Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global and responsible leaders through its MBA, Ph.D., MSBA and Executive Education programs. Darden’s top-ranked faculty is renowned for teaching excellence and advances practical business knowledge through research. Darden was established in 1955 at the University of Virginia, a top public university founded by Thomas Jefferson in 1819 in Charlottesville, Virginia.


Press Contact

Sophie Zunz
Director of Media Relations
Darden School of Business
University of Virginia