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July 25, 2004
Align Sales Force with Strategy
Is there a gap between perception and reality?
By John F. Monoky, Ph.D.
Many distribution companies have an informal plan to target key customers or develop growth opportunities. But too often a focus on the monthly numbers leads to inefficient sales behavior contrary to management’s plan. This article outlines a straightforward and disciplined process that establishes clear priorities in terms of customers and products, strategy for differentiating among different types of customers, and the role and functions to be performed by the sales force.
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