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Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling by Frank Cespedes

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Sales Tasks and Strategy

What is a salesperson? What does it take to be good in sales? These are questions posed by generations of researchers and managers, and the search for generalized traits of effective salespeople has been alternately comic and inconclusive. It's important to understand why. It's also important to understand how to translate the choices in a coherent strategy into criteria for customer selection and opportunity management, and how this affects sales tasks and what it takes to be good in sales.

What Research Does and Doesn't Tell Us about Sales Effectiveness

Research on sales long focused on uncovering personalities related to performance. For most of the twentieth century, “mental alertness tests” were accepted tools ...

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