If you want to get your business out of the commodity game, and into delivering higher margin, value-added solutions, you must find the people with the problems that need solving. Your sales people have to get past the gatekeepers and order placers and on to the people who can most benefit from your services. But are they?
Are your sales people successful at calling on decision-makers? And once they reach them, do your sales people know what to say? Unfortunately, all too often the answer to these questions is “no.” Many sales people (especially less experienced ones) are reluctant to call on decision-makers. Either due to fear or inexperience they avoid the decision-makers and instead spend their time with the order placers—who ironically are the people that are often hardest to sell!