SALES FORCES FACE A SHRINKING FUTURE.

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Within the next three-five years, the size of many sales forces may be reduced by as much as 40 to 50%. Dick Canada, director of the Center for Sales Studies and Market Intelligence, Indiana University, Bloomington, says perhaps the single biggest factor influencing this change is being directed by the way people buy. "For example, copiers, long distance carriers, and financial services are now being purchased based on price. Why? The customer doesn't perceive a value difference between these products due to heightened competition and product commoditization."

Tomorrow's sales forces will have to create value for customers, rather than just communicate value, he argues...

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