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When strategies change, downstream tactics must change to support them. And when business models themselves change, even the downstream strategies must change. One of those business model-change times is upon us, and requires a fundamental shift in sales strategy. In this case, it's about moving from a competitive model to what the author calls a commercial model. The shift is dirt-simple to explain and understand. Yet it's anything but simple when it comes to executing on it. The shift from competition to commerce seems to undermine many unconscious habits and instincts we have acquired over the years.
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