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Sales Coaching by Benedict

Sales Success with Clear Structures and with Heart

Karl Herndl

The starting point for this book was the author’s experience that much of what happens in sales happens randomly and incidentally. While searching for a proven structure he discovered the Rule of St Benedict, and transferred the content of these rules to sales. At first glance the undertaking seems a little ambitious, but it does succeed in delivering convincing results and practical benefits for the streamlining of sales processes. The central chapter of the book offers a sales structure which can be easily adapted for sales in all sectors.
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Chapter 7: At the Benedictine Headquarters


I was sitting together with the Head of the Board of Sales of a large insurance company. We had been talking about the necessity of giving sales an ordered structure, in order to be successful in increasingly hard times.

I told him of my work with the Rule of St Benedict and was able to arouse his interest to find out more about this approach. The deeper we got into the topic, the more he liked the “brilliant idea” of transferring a long-standing method of Order to modern business. Then he surprised me with the question: “What do the Benedictine monks say about you working with the Rule of St Benedict?” I had never actually asked myself this question. It had never crossed my mind to get the Order’s official “blessing”. Now I wanted to do that and so I began my research.

I found out that there is an umbrella organisation in the Order, the Benedictine Confederation, whose Headquarters are in the Sant’Anselmo Monastery in Rome. There the Abbot Primate sits with his staff and represents the Confederation as spokesman in all matters. The Abbot Primate is elected at a general meeting of the abbots at a congress in Sant’Anselmo, for eight years initially and then the term can be extended for four further years at a time. If I wanted to address the top management of the Order, then I would have to get in touch with the Abbot Primate.

I soon...

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