Chapter 9. The Market


There is one thing stronger than all the armies in the world, and that is an idea whose time has come.


In time, every product reaches the end of its life cycle and no longer maintains its product/market match. Sales is usually the first to discover this and bring back the bad news from the marketplace. Changes like this do not happen overnight, but build like avalanches from changes in competition, regulation, the economy or customer needs.

Sales Is Only the Messenger

The sales department cannot change markets. It must take markets as it finds them, succeeding by adapting its tactics to the environment. If a company’s product and tactics happen to be an effective match for the market, times will be good. You ...

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