CHAPTER SIXTEENCreating and Sustaining High-Performance Sales Cultures

Creating and sustaining a high-performance sales culture is essential in achieving success in today’s highly competitive and global business economy. This chapter focuses on the leadership role that executives must fulfill to establish and maintain a high-performance sales culture. Societal cultures do not form overnight. They evolve over time. The same is true of sales cultures. It’s crucial that executives realize how important decisions they make—or don’t make—affect their sales cultures.


Creating a sales culture requires both vision and executive leadership. The vision should contain at least four elements that are consistent across all ...

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