How to Change a Sales Force Culture

Cultures have momentum; they roll along if there is no need for them to change. Culture change is hard work. On occasion, however, a culture becomes a liability for a sales force. Environmental forces can prevent a culture from succeeding. For example, a relationship-oriented culture is difficult to maintain if customers interact with suppliers primarily over the Internet. A sales force culture may also be incompatible with a new sales force strategy. Salespeople who for years have allocated their time among a few reliable customers will have difficulty if a new management team initiates a sales force strategy focusing on new business development.

Inappropriate sales force cultures need to be changed. People ...

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