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Selling in today’s hyper-competitive business environment forces sales teams to gain and maintain new capabilities. Sure, basic Sales 101 is required. If a sales person doesn’t possess those basic skills they are not going to perform to expectations. But the problem doesn’t stop there. A sales person with excellent basic skills pursuing business against another sales person with the same basic skills will not have any competitive advantage. ES Research’s ongoing research based on our work with companies across many industries in many geographies has yielded some potential areas for significant competitive advantage. ESR now recognizes that there are three skill areas that can be significantly leveraged for a greater degree of performance, depending on the industry.