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Sales forces expect sales guides to arm them with information they need to confidently sell the company's solution, including ways to handle the competition. Yet some sales guides gloss over the competition, or provide weak competitive positioning. This not only harms chances of closing deals, but also undermines the marketing group's credibility with the sales force - sales representatives will think a person doesn't understand the competition or the sales process. So give the sales force what they need to win. This paper explains six field-tested, salespeople-approved best practices to help the reader put competitive intelligence to work for the sales force.
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