The names of commercial sales training programs can be confusing. After all, what constitutes an “advanced” skills program to one organization may be perceived by another as being quite basic, or even elementary. Yet what seems to be consistent in this quest for “something better,” at least among the clients that we serve, is that when a sales organization’s objective is to increase sales effectiveness and productivity, a good starting point is to focus carefully on the dynamics that surround customer/supplier engagement.
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