Sales executives in business-to-business (B2B) industries have endured tremendous disruption in recent years. Customers have ready access to extensive product information, giving them the advantage before they engage with a sales representative and allowing them to demand more customized products. Upstart competitors, meanwhile, use digital channels to sell direct at ever-lower prices that entice customers to try the product and shift their budget away from traditional competitors.
Mastering The New Reality of Sales
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