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From Solution Selling to
Business Consulting:
Salesforce Expertise as
Competitive Advantage
ken valla
In a shrinking economy, sales leaders face a dilemma: customers still able to invest in new solutions are also demanding
discounts and other concessions. At the same time, selling organizations are under great pressure to deliver both sales numbers
and profitability to meet their own companys’ expectations.
In this situation, what can sales leaders count on to win? Typically, the sales organization does not control product or market
strategy, and pricing and revenue goals are set elsewhere in the organization. Nevertheless, the sales executive has direct
influence on a powerful source of competitive advantage: the salesforce and how it interacts with customers. Expert sales
professionals can build customer relationships that generate profitable sales—as long as they are able to add real value to the
customer’s business. Even in the hardest of times, companies need expertise and solutions that address business fundamentals
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