The Key To Sales Mastery: Understanding Why And How People Buy

Sales Leaders' Roundtable

November 11, 2009: 6:30 PM - 9:30 PM

The Key To Sales Mastery: Understanding Why And How People Buy Today, the basic dynamic of the sales process has changed. Sales are no more primarily about selling products. Rather, it is about building trust and working with prospects collaboratively to solve problems.


Gleacher Center
Room 100
450 N. City Front
Chicago, Illinois

Driving Directions:Discounted Parking Chicago Booth has arranged with the AMC Theater-River East Self parking Garage to provide discounted parking: 300 East Illinois Street (AMC Theater-River East Self Park Garage) $6.00 after 3:00pm Garage: Self Park Facility Payment: Automated; at pay-stations by cash or credit card or upon exit pay by credit card only. To receive discounted rate: There is a card validator at the first floor security desk of the Gleacher Center. Detailed Directions : Garage is located next to PJ Clarks and below the AMC Theater. a) When traveling east on Illinois cross over Columbus and enter the Garage on the left (north) side of the street. b) If driving west on Grand (north of Theater), you can enter the garage ½ block before Columbus on the left (south) side of the street.

Event Details

Details of the Presentation and Dialog Session: Using science-based decision models and real-world case studies, Kreutzer will reveal ways to develop long-lasting relationships with customers. He will discuss how to build such relationships by increasing your understanding of what is important to them and providing them what they really want. Through that process, you can create credibility and trust, changing their perception of you from a vendor to a valuable resource and trusted asset. You will learn: - Today’s reality of selling - Customer perceptions of sales people - Buying decision model - Greatest influences on buying - What do buyers expect - Selling’s key ingredient


No Charge


Register Online
Walk in registration is OK.

Deadline: 11/11/2009

Speaker Profiles

Dan Kreutzer (Speaker)
Partner, the Samurai Business Group LLC

Chicago Booth MBA, Dan Kreutzer is a partner in the Samurai Business Group LLC, has over 25 years’ experience building sales organizations in North America, Europe and Asia. Dan is a results-driven executive with an outstanding track record selling and marketing high-technology products to the International Fortune 1000. He has extensive experience in the manufacturing, logistics, professional services, and financial industries. His experience encompasses the entire range of selling and marketing activities: product development, positioning and launch, customer service and support, territory sales, major account sales, channel management, sales and general management, and developing and managing international agent networks. Throughout his career he has specialized in start-up and turn-around situations. He has raised venture capital and has successfully led companies through IPO's, mergers, and acquisitions. As part of an executive management team that specialized in turn-around situations, Mr. Kreutzer was continuously confronted with under-performing sales organizations. His experiences in these situations led him to the recognition of patterns that transcended specific companies and industries, and that inevitably made the difference between the success and failure of the organization. His analysis and research of these patterns has evolved into the Samurai Sales Mastery Series™ and the Shogun Sales Management Mastery Series™. Mr. Kreutzer has spoken throughout North America, Europe and Asia and has authored several articles on professional sales management and professional sales techniques for the new millennium. He is a member of the Professional Society for Sales &: Marketing Training. Mr. Kreutzer has a BS in Applied Mathematics from the University of Illinois, and an MBA in Marketing from the University of Chicago.

Bob Lambert (Speaker)
Partner, the Samurai Business Group LLC

Bob Lambert is a dynamic, high-energy executive with a solid record of leading/building successful businesses, generating millions of dollars in revenue and growing profits. He has over 30 years experience in strategic business development, marketing and sales for Global 50, Fortune 500 companies as well as being the founder of four successful entrepreneurial start-up companies. He is the founding partner of the Samurai Business Group LLC® a sales & business development performance firm that has developed a revolutionary, results-driven Samurai Sales Mastery Series™. The center of this process is the propriety Samurai Buying Decision Model™, the first comprehensive methodology based on academic research, proven principles of human behavior, and best practices in sales and marketing, designed for the economic and market realities of today’s marketplace, 250% ROI Guaranteed! Mr. Lambert has successfully coached, mentored, & trained people throughout his career. Several have gone on to become top executives with Fortune 1000 companies or found successful entrepreneurial firms. His breadth of experience covers a variety of industries i.e.; automotive, consumer packaged goods, consumer electronics, durable goods, financial services, professional services, retailing, travel, technology, and the Internet. Clients served include; Nestle, Procter & Gamble, Kraft, United Airlines, Citigroup, Charter Consulting, Experian, Kmart, Leo Burnett and Whirlpool. Speaking engagements including: Harvard Business School - Alumni Club, Wharton Business School - Alumni Club, University of Chicago Booth School of Business Roundtables, University of Michigan, Ross Graduate School Alumni, DePaul University - Marketing & Sales curriculum, Lawyers Connecting and numerous conferences and seminars for private & public companies and professional associations. Bob attended Ferris State University majoring in Advertising & Marketing Served in the US Navy


Ken Nordine, Jr. '97 


Other Information

The mission of the Chicago Booth Sales Leaders' Roundtable is to help both Chicago alumni and a broader community of sales professionals learn more, meet other colleagues and resolve sales issues. Our vision is to be the first choice for learning and sharing new sales leadership ideas. Visit the Chicago Booth alumni website for more information about the Sales Leaders' Roundtable, to view upcoming events and to subscribe to our email list.