In today’s competitive market place everyone is looking for a competitive advantage that will sustain over time. However, a number of converging factors, like global competition and improved manufacturing technologies, is making it increasingly difficult to maintain a sustainable competitive advantage by traditional means.
In the past the sales force was often looked upon simply as a necessary evil to get a winning product from Point A to Point B; that is no longer the case. As other options have faded, today your sales force must not only be good enough to sell your company’s competitive advantage – they must be good enough to be your company’s competitive advantage. That shift requires a sales force with a different level of skill – it means world-class has become the new standard.
This is a fundamental idea to consider when crafting an effective sales training curriculum. The trap is putting in place an effort that is only good enough to meet yesterday’s standards.
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