Richard D. Ruff

Dick has spent the last twenty years designing and managing large-scale sales effectiveness projects for Fortune 1000 companies. These projects have varied in scope from sales force training efforts with start up companies to international sales performance engagements with organizations like UPS. The diversity of clients ranges from consulting firms such as The Center for Creative Leadership to medical devices companies, such as Boston Scientific and conglomerates like Textron and The Washington Post.

Dick's primary interest and work has focused on the operational issues associated with creating sales performance change. This interest evolved from the demands of our clients. Today the focus of leading edge companies is no longer about putting people through training – training isn't the point. It is all about changing the performance of their sales teams. To help clients in this area, one core competency is essential. The partner must have a well-grounded understanding of the field of sales. If you are to help someone build a world-class sales force, you must have a substantial and substitutive understanding of what one looks like in performance terms.

During his career Dick has authored numerous articles related to sales effectiveness and co-authored Managing Major Sales, a book about sales management, Parlez-Vous Business which helps sales people integrate the language of business into the sales process, and Getting Partnering Right – a research based work on the best practices for forming strategic selling alliances.

Dr. Ruff received his Ph.D. in Organizational Psychology from the University of Tennessee and a B.S. from Rennsselaer Polytechnic Institute.