Russ Lombardo Articles

Why Selling Is Like Racquetball - Click To Read Article
I finally got back into my favorite sport – Racquetball. It’s been nearly four years since I played. When we moved from New Jersey to Las Vegas, there were no clubs nearby for me to join. But they finally opened a brand new health club not far from my home. So I joined and am back to playing my favorite sport 3 times a week. I really didn’t realize how much I missed it till I started playing again. I guess after being away from it for a while gave me a new perspective once I resumed playing again because I was suddenly aware of several interesting analogies between this fast-paced sport and selling. Yes, you heard me. I can see several similarities between playing Racquetball and Selling!

Who's Asking the Questions Here Anyway? - Click To Read Article
What often happens on an initial sales call is the prospect asks the sales rep to justify themselves. Well, not actually in those words, but they ask the rep questions such as -- Describe what you do. What do you sell? Why should I buy from you? And other probing questions that not only put the sales rep in a defensive position, but puts the prospect in control of the meeting.

Why Sales People Fail - Click To Read Article
Having a quality sales force in place is essential to the success of most businesses. As with most employees, there are always a few employees who just don't fit the position they are attempting to fill. And in some cases, people who are a good fit can fail as well depending on the circumstances. But why do sales people fail? We believe that these are some of the primary reasons.

When Customers Understand the True Meaning of CRM - Click To Read Article
I preach this point. I wrote a book on it. I train people about it. I give workshops on it. I even beg people to do it. But no matter how hard I try, if a business owner doesn’t understand what Customer Relationship Management (CRM) is all about, then I am just wasting my breath. CRM is not about technology. It’s about a company’s culture and how that culture focuses on their customers. Needless to say that when I have a customer who gets this, I just love them. It makes it all worthwhile. And it does wonders for their clients and prospects too, which of course is what CRM is really all about.

When Customer Retention Goes Bad - Click To Read Article
I love racquetball. I played racquetball for over 18 years, very aggressively and very competitively. It\'s great exercise and a perfect way to let out your aggressions and stress. That\'s why I was so upset when my health club decided to forgo customer retention and worry about their own singular requirement - Getting new customers! Yes, I\'m actually going to teach a customer retention lesson by discussing my racquetball experience.

When to Hire Your First Sales Rep - Click To Read Article
Recently I was speaking at a conference in Vancouver when one of the attendees approached me after my speech with an interesting question. He said he was a technology reseller and was getting very serious about bringing his business to the next level. In order for him to focus more on his business, he needed to get out of the role of selling and completely dedicate himself to running his business. His question was, when should he hire his first sales rep. Interesting question since you would think that if he was ready to move forward, as he said, then the answer was simple – hire the sales rep now. But it’s a bit more complicated than that. So here is what I told him.

Watch out who gets their hands on your CRM system - Click To Read Article
You may have heard me talk about some of my clients and read stories about a few of their successes and failures. You might even know by now that, among other sales-related services I provide my clients, I also sell, install, customize and train on GoldMine as a CRM solution for many of my clients. When I am finished with these implementations, I usually hate walking away from them because I worry that someone is going to “fiddle around” with it and screw something up. That’s why I also offer, and many clients invest in, an on-going support agreement where I continue training, customizing, enhancing, fixing, etc, their CRM implementation. Well, here’s an interesting story about someone who stopped using me because they hired an in-house “IT Guy.”

Using CRM to Help You Sell - Click To Read Article
Customer Relationship Management (CRM) technology can be a huge benefit to helping you sell. It can also be a huge waste of time, money and resources if not used effectively. When it comes right down to it, most CRM systems are pretty much the same. Sure, some are more robust or flexible or customizable. And some run on-premise (at your location hosted on your computer) while others are hosted by an outside service. But from a sales person’s point of view, the features they use and need are quite similar. The difference has more to do with how they are used by sales. And that is defined by, a) what process the company uses (if any), and, b) the type of training the sales people get (technology versus sales process versus selling skills versus all the above).

Train Your Sales Team Using an Effective Sales Process - Click To Read Article
With proper sales training and a first-rate sales process, your sales team will not only learn the appropriate skills but also when and where to apply them to become more successful.

Trade Show Leads - Click To Read Article
Somewhere, some time, you will get yourself a handful of leads. It may be from a networking event, a seminar, a conference, or the mother load of all lead gathering events, a trade show. Regardless of their origin, there are a few things you can do to help manage these leads to use them to your best advantage.

Three Ways to Increase Sales - Click To Read Article
It seems that everyone is loaded with ideas on how to increase sales (so why shouldn’t I join the pack too?) Some of these ideas have to do with marketing tactics. Others deal with selling skills. And yet others have something to do with the phases of the moon and sacrificial goats. Most of these ideas are good and work to one degree or another. I, however, want to discuss three blatantly obvious tactics that may have alluded you.

The Warm Call - Click To Read Article
One thing you cannot debate is that you will definitely improve your cold calling by being prepared before the call. We all get calls from sales people who are clearly unprepared and embarrass themselves by trying to “lower your phone bills” when they don’t even know how much you are currently paying for your phone bills. Or, they try to get you to refinance your home when you live in an apartment. Or they offer to create a web site for your company when you already have one. If you are prepared before the call and have done your research on the prospect you are calling, then your “cold” call actually becomes a “warm” call.

The Power of Positive Thinking - Click To Read Article
Just when you think you can\'t take any more, that\'s when positive thinking can save you. People tend to get caught up in negative thinking, and you must remember that -- Positive Thinking Yields Positive Results and Negative Thinking Yields Negative Results. This is a true-life story that you should remember whenever you find yourself thinking negative thoughts.

The Overwhelmed Sales Rep - Click To Read Article
If you’re in sales, I know that there is too much for you to do in the hours available in any given day. We have cold calling, follow up activities, customer meetings, proposal preparation, lead generation, and lots more. As a result, your desk may be filled with Post-It notes, files, lists and other paperwork needed to do your job. On top of that, you have the ever-present unwelcome visitors popping into your office, and that darn phone just won’t stop ringing.

The Most Common Customer Management Mistakes - Click To Read Article
How we manage our customers is critical to the on-going success of our business. After all, without customers we have no revenue, and without revenue we have no business. Yet many companies and sales people don’t pay enough attention to their existing customers to build loyalty so they’ll remain as clients who continue purchasing from us. The focus of many companies seems to be biased toward acquiring new customers at the expense of their existing ones. Since it costs so much more to sell to new customers (up to seven to 10 times more) due to added marketing and sales activities, it just makes plain sense to focus more efforts on retaining our bread and butter customers.

Team Selling - There’s no “I” in Team, but there’s a “ME” in there! - Click To Read Article
When you sell, remember that you probably have a team behind you helping to support your efforts. Even though they may get paid the same salary every week even if you lose a sale and don\'t make your quota, you need your team to succeed. Don\'t forget, you also make the big bucks when you exceed your quota, and they don\'t. So you need your team, win or lose.

The Customer Bell Curve - Click To Read Article
We are hearing more and more about Customer Retention these days which is absolutely critical to the survival of our business. However, this doesn\'t mean we have to retain every one of our customers nor treat them all the same way. In fact, this article will discuss how to segment your customers and focus on the more important revenue generating clients.

The Changing Face of Sales - Click To Read Article
Over the past few years the sales environment has changed in a number of ways. The reasons are vast but typically relate to the changes in our society, economy, business models, technology and more. When it comes right down to the actual selling environment, there are a few distinct attributes that stand out today that didn’t seem to be as noticeable, or even a factor, just five or six years ago. The key for all sales organizations and individual sales professionals alike is to understand and adapt to these changes. Few organizations today still live through the experience of the ‘90s where prospects would actually call them and buy something without having to work hard at finding and acquiring these leads. Back then, even poor sales performance was rewarded with revenue and quota achievement, in spite of a lack of skills and hard work.

Saying No Can Save You Money - Click To Read Article
Don\'t back down when customers want a discount - When was the last time you told a customer \"No\" when they asked you to discount? And how often are you prepared to walk away from a prospect when they ask for more than you are normally prepared to do? If you\'re like many sales people, your answers might be, \"Not often enough.\"

Selling the Customer What the Customer Needs Not What You Want - Click To Read Article
I’d like to tell you a little story about Sam, an old acquaintance of mine. The first time I met Sam I had stopped in his little general store while passing through town to buy some soda for my long car ride back home. His was the only store in this very small rural town and he did a sizable amount of business. As I walked down one of the aisles to get to the refrigerated coolers in the back where they kept the soda, I couldn\'t help but notice that the shelves were loaded with containers of salt for sale. There were salt containers from the front of the aisle to the back, from top to bottom, and on both sides of the aisle. I couldn\'t believe it, an entire aisle dedicated to just salt.

Seven Early Warning Signals of Ineffective Sales - Click To Read Article
No one is perfect, and no business is either. So it stands to reason that individual components of a business may not be perfect either. Specifically, this could mean your sales department and sales processes could use some tuning as well. Consider these seven early warning signals and see if you can make some improvements in some areas of your business.

Selling to the Right Person - Click To Read Article
I would guess that at least once in your sales career you’ve been told that you should know your audience in order to sell successfully. This is absolutely true. Knowing who you are selling to is one of the most basic fundamentals of selling. However, exactly what does “knowing your audience” really mean? At the most basic level, this simply means you should strive to find the person, or people, who will directly benefit from your product or service, have decision making authority, and can actually spend the money (i.e., write the check) so you know if you are selling to the right person. Ok, that’s simple enough. But what’s not always simple is finding the person that fits these criteria.

Sell Me This Pencil - Click To Read Article
Were you ever being interviewed for a job when the interviewer said to you, “Sell me this pencil?” What did you say? What was he looking for? Why do people still do this? Without pondering the sociological rational of the interview process, quite simply he or she was just trying to find out how well you can sell, how you present yourself and/or how well you think on your feet.

Selling Is About Helping People - Click To Read Article
When you were a young child do you remember people asking you what you wanted to be when you grew up? Do you remember what you said? If you have your own children and ask them this same question, what will they say? The typical answer from an average kid is something like doctor, lawyer, teacher, policeman, fireman, and the like. What do these professions have in common? They all help people. A child might even say an athlete, who helps people by entertaining them. Or even an astronaut, who helps people by furthering the progress of mankind as a whole. Although in the latest news, I’m not sure that animal-abusing athletes and drunken astronauts are good role models these days, but I digress.

Sales Values - Click To Read Article
I just finished reading an excellent book about the history of Harley-Davidson motorcycles. Interestingly enough, it’s simply called “Harley-Davidson.” This is an unusual read for me since I am not a Harley owner nor do I own or even ride motorcycles. But I am interested in learning about how successful companies got their start and grew over the years, and this book was very interesting and educational, and loaded with the most beautiful pictures of motorcycles that one could imagine. At one point there was a picture of the company’s value statements.

Selling Value - Click To Read Article
Selling has its own set of challenges and getting objections from your prospect rates right up there at the top. One particular and all too frequent objection you may here is the one about pricing. We’ve all heard it, “I’m afraid your price is a little high.” Keep in mind that people don’t buy Price, they buy Value, even though they won’t always admit it. This objection means that they don’t fully appreciate the “Value” of what you are selling. However, if this objection keeps coming up in your discussions, then it’s a good indication that they are interested. So don’t view this as a negative objection since it could simply be a buying sign. Unfortunately, many sales people start to discount their product in order to overcome this objection, which is the wrong way to go.

Runaway Sales Calls Dont let customers take control of your meetings - Click To Read Article
Have you ever been on a sales call where the client was in total control? Of course you were. We all were. And it\'s a real bear trying to change things when it happens. At some point, it becomes a runaway sales call and the client has manipulated and controlled everything. When this occurs, you lose all negotiating power, your ability to identify their problems, the chance to close, and anything else that will help you win their business.

Sales and Wasting Time - Click To Read Article
The way that sales people utilize their time is critical to their success. Many sales people are simply ineffective time managers. Every minute of every day is essential to a sales person. Sales managers need to stress the importance of time and help their sales people understand how wasted time translates into lost sales.

Prospecting - Click To Read Article
Every one has to do it, no one likes it. Without new sales businesses fail, it happens every day, in every industry. Why are some companies more successful at doing this then others? Based on my consulting with companies I have found that the ones who take a disciplined approach, follow time management skills, and have the proper tools succeed. Start with how you approach prospecting. How much of your time do you spend, are you seeing the results you expect? My guess is you may not be.

Pricing Strategies Selling VALUE instead of HOURS - Click To Read Article
A consulting colleague of mine recently sent me an email with a dilemma he was facing. His email said, \"Hey Russ, I have two clients that I\'m meeting to review how I can help them improve their sales. We are looking at their business plans and reviewing their geographical market. What\'s a fair hourly rate for someone to come in and review sales, processes and do a SWOT analysis?\"

Objectionable Objections Handling objections in a positive way - Click To Read Article
In sales, you need to prepare for the inevitable objections. You may get many or just a few objections about your product or company. Regardless how many objections you get, there are specific techniques you can use to handle them. Here are 6 tips on how to handle objections.

Networking for Fun & Profit - Click To Read Article
Networking events can work for both business-to-consumer (B-to-C) and business-to-business (B-to-B) companies. Some of these events have a theme; such as industry (hospitality firms), descriptive (marketing firms), or location (businesses on the west side of town). Your local business press should print the networking groups in your area along with the day, time and location of their meetings. Many networking groups are local, while others are national lead exchange groups such as Le Tip and BNI.

Motivating Your Sales People to be More Productive - Click To Read Article
How can you motivate your sales people to be more productive? Isn’t that what every sales manager and every business owner would like to know? Well, if you fall into this category, then listen up. In order to motivate your sales people to do anything, you have to help them. And to help them be more productive, you have to show them how they can leverage more sales to your existing customers. And, to show them how to do this, you must first find out a few things about your customers.

Measuring Customer Profitability - Click To Read Article
How does a business measure the profitability of their customers? It’s not easy. Learn about several methods that could help you focus more energies on those profitable customers while avoiding wasting your valuable resources on the unprofitable ones.

Lead, Don’t Follow - Click To Read Article
Fishing for leads is not the most fun way to spend your day, nor is it always the most productive. When you are ready to do your marketing campaign (which could simply be an email blast asking prospects to purchase your new book) you first need to make sure you have leads to send this message to, and they better be qualified. By qualified, I mean they are similar to those customers whom already purchased from you.

Just One More Time – Breaking Rocks to Make a Sale - Click To Read Article
Several years ago when we had our new home built in Las Vegas, we immediately put in a pool and hot tub. Of course the pool company convinced us that we needed a waterfall as an added design element for the pool. Several more thousands of dollars later, we agreed. When they got to the point when they started to build the waterfall, a very large crane showed up in the street adjacent to our house, along with a flatbed truck with these gigantic red boulders. I asked the project manager what that was all about, and he said, “That’s your waterfall.” I said, “No way do we want a giant pile of rocks,” in which he replied, “Just be patient and you’ll see.” So the crane lowered these small mountains into our yard and shortly afterward a crew of waterfall builders showed up.

Increasing Sales By Focusing On The Benefits - Click To Read Article
When you sell, you must focus on selling benefits and value to the customer, and avoid selling features. Features tell them what your product does, but benefits tell them how it will satisfy their need. Value gives them a sense of what your solution is worth to them.

Improving Customer Service - Click To Read Article
We all know what a tip is. I don’t mean the kind of tip you get at the race track. I mean the kind you give to a waiter or waitress at a restaurant. I’ll bet you don’t know where the term, TIP, came from. The origin of this 3-letter word goes a long way toward explaining some important points about customer service.

If Your Canary Dies, Then Your Sales People May Need Help - Click To Read Article
Most people are familiar with the age-old practice of bringing a canary bird into a coal mine to see if the oxygen is acceptable for human consumption. If the poor little bird dies, then the miners would know that either the air is toxic or there isn’t enough oxygen to sustain human life. I certainly hope that in these current times there are more humane methods for checking the atmosphere. No – I don’t mean throwing your boss in the mines instead of a bird! I mean technological equipment that measures air quality for humans. I DO know, however, that a similar inhumane practice exists in many sales environments.

How to sell deeper into your existing clients business - Click To Read Article
I received a call from a sales executive (let\'s call him Carl) recently about a dilemma he was having. He said, \"Russ, I have a great suite of products and services that can address the needs of various departments and functions within a company. But once I get the first sale in one department, I just can\'t seem to penetrate other departments at this same account. I just seem to hit a brick wall. I looked at most of my accounts and I noticed that I only sold one product or service to each one. I rarely sell multiple products to multiple departments within the same company. What am I doing wrong?\" Read on to find out what I told him.

How Persistence & Patience Can Help You Succeed in Sales - Click To Read Article
Several years ago when we had our new home built in Las Vegas, we immediately put in a pool and hot tub. Of course the pool company convinced us that we needed a waterfall as an added design element for the pool. Several more thousands of dollars later, we agreed. When they got to the point when they started to build the waterfall, a very large crane showed up in the street adjacent to our house, along with a flatbed truck with these gigantic red boulders. I asked the project manager what that was all about, and he said, “That’s your waterfall.” I said, “No way do we want a giant pile of rocks,” in which he replied, “Just be patient and you’ll see.” So the crane lowered these small mountains into our yard and shortly afterward a crew of waterfall builders showed up.

How Am I Doing? - Click To Read Article
“How am I doing?” was a question former New York City mayor Ed Koch often asked his constituents. In an effort to make sure he was meeting their needs, he surveyed their opinions constantly. Not a bad idea since it not only gave him valuable feedback to consider but also showed everyone that he was open to getting their honest opinions so he can improve his performance. Do you do this with your customers? Chances are that you don’t, or perhaps you do it in a somewhat ineffective manner.

Handling Angry Customers - Click To Read Article
We’ve all had the joy of being faced with an angry customer for one reason or another. Sometimes it is something your company has done to upset him; such as a late delivery, poor service, a flawed product or a billing problem. Sometimes it’s something you did or didn’t do personally; such as forgot to follow up, messed up his order or just ignored him as a customer. And sometimes it’s something in the customer’s mind or his perception that you or your company did, when in reality it was just that his expectations weren’t set correctly. Whatever the reason, you must deal with an angry customer and do it in a respectful, professional manner.

Getting to No - Click To Read Article
I need closure. No matter what I’m doing or what happens in my life, I need to have closure with it. I hate loose ends. If something goes unfinished or there’s something that I need to know that would answer a particular challenge or goal I’m working on, then I get very uncomfortable. I feel empty, as if there’s a hole inside me that needs to be filled. If someone says they’ll call me, I expect them to call me, and soon too. If I have an argument with someone close to me, I need to get beyond it by settling the issue and making sure everyone involved is satisfied with the outcome. This even effects my driving. If I am given directions to go somewhere and I get lost or reach my destination another way by accident, that’s not enough for me. I still need to find out how to get there given the original directions.

Fighting the Saw-Tooth Affect - Click To Read Article
If your sales are inconsistent, going up one month and down the next, repeatedly, you could be suffering from the Saw-Tooth Affect. By prioritizing what you do and managing your resources, you can generate a more even flow of revenue and increase overall sales.

Enhance Your Listening Skills - Click To Read Article
Arguably, the most important skill in business is listening. Some of us are better listeners than others, but we all must work on our listening skills if we are going to maximize our success in the business world.

Dont NOgotiate Negotiate Master the science of good negotiating - Click To Read Article
Closing a sale doesn’t always happen as easy as we hope. It’s great when it does, but there are times when the prospect wants to negotiate. Sometimes, they need to negotiate because they have a true requirement that still needs to be addressed. Other times the prospect just wants to feel like they won something and negotiate just for the sport because it feels good when they win. Whatever the reason, there are ways to handle a negotiation that lets everyone win.

Don't Demo Yourself Out of a Sale - Click To Read Article
A product demonstration can be the killer of a sales opportunity. I've seen many a sales call go down in flames because the demo did not address the prospect's main issues and pains. This usually happens when the Sales Process is either out of whack or non-existent. If you’ve been reading some of my other articles, then you know that Sales Processes are like a religion to me. Without one, sales are inconsistent, unpredictable, and frequently unsuccessful. What often happens with the demo is that the sales person tries to show what his product can do too soon.

Customer Retention - The Proper Care and Feeding of Your Customers - Click To Read Article
Your customers are like flowers in your garden. Their continued growth all depends upon how well you care for them throughout the year. But, are your customers Annuals or Perennials?

Dead Man Talking - Improve your listening skills and win more sales - Click To Read Article
If you are in sales and you just keep on talking instead of listening, you\'re a DEAD MAN! Learn how to improve your listening skills to build a better relationship with your clients and to increase your sales results.

CRM Implementations the Right Way - Click To Read Article
There’s always a right way and a wrong way to do most things. In fact, there’s typically several right and several wrong ways. So why is it then that many companies seem to choose the wrong way to implement their Customer Relationship Management (CRM) solution? Don’t they read all the articles and white papers we’ve been writing over the years that explain why these systems fail and how to avoid these failures? Don’t they care? Don’t they believe us? It’s really quite simple, albeit not very easy. It takes commitment and a concerted effort to ensure you have a successful CRM implementation, both strategically and technically. So, here is the story about two of my customers; one did it right while the other, well, not so right.

Creating Your Own Sales & Marketing Guide - Click To Read Article
Sales training is important for teaching the basic selling skills, from cold calling to closing. New sales people need this training as well as seasoned veterans who forgot more than they remembered and also need to keep up with the latest selling skills since things have changed over the years. However, it is one thing to say this is how you do cold calling, for instance, and yet another to say whom you should be making those cold calls with. Sales training can’t stop at the basics. You need to expand that into “information training”, or training that also provides the vital, company-specific information your sales team needs to become more successful. This is the difference between generic sales training and customized training for your company.

Dealing with Difficult Customers - Click To Read Article
Customers – Some times ya love ‘em. Some times ya have to kill em’. We’ve all dealt with difficult customers before. I’m not talking about just the complainer or the “problem child”. I’m talking about the one who keeps making unreasonable requests of you and your company or has unrealistic expectations about what you should do for them. And no matter what you do for them, they don’t seem to be happy about it. How do you deal with these difficult customers? I will discuss six tips for handling these customers and their unreasonable requests. They may not work all the time, but I know they will help you most of the time, and at least help you to keep your sanity while not harming your business.

Defining a Great Customer Experience - Click To Read Article
While consulting with a client of mine who was Vice President of Sales for a financial services company, I asked him what he believed his customers thought of his company and how they liked doing business with him. His answer was that his customers loved his company and their experiences were very positive. I then spoke to his sales people to learn more about their existing sales processes as well as other sales-related issues. The sales reps’ feelings were similar to their vice president, although not quite as over-confident and smug. Where they differed related to the fact that they did get some complaints from customers, but not enough for them to believe the customers had anything but excellent experiences with their company.

Cold Calling Get over the fear and improve your success - Click To Read Article
Most sales people hate to cold call. It is frequently considered by many to be the single most stressful part of selling. So much so that many people have given up this noble and proud profession for non-selling positions. There are actually several reasons why sales reps consider cold calling one step below getting a root canal.

Close the Sale, Not the Door - Click To Read Article
The Close doesn’t have to be a big event that’s intimidating or uncomfortable for the prospect and the sales person. It shouldn’t be treated as a major occasion that you approach after overcoming painful hurdles and then confront the prospect in an adversarial way. The Close is actually the opening of a new relationship and should be approached in a natural and positive style. If handled properly it is a pretty easy and simple step in your sales process.

Automating Your Sales Processes For Success - Click To Read Article
There\'s a lot of talk about using technology to automate your sales force, telemarketing, and/or marketing activities, as well as to help your business improve it\'s customer relationships. Find out how to automate your sales processes for success.

Be More Creative By Thinking Slowly - Click To Read Article
I recently attended the ICCM show, or the International Call Center Managers, conference here in Las Vegas. The focus of this show is to help call center professionals develop customer-focused business processes and “bolster” professional success. ICCM attracts thousands of professionals annually and provides an opportunity for them to network with the world\'s leading organizations while actively looking for products and solutions to drive revenue and increase efficiency. So what does this have to do with selling? Read on and I believe you\'ll figure that out when you are done.

Anger Can Hurt Your Sales - Click To Read Article
As an avid and competitive racquetball player, I get into some very heated matches with opponents from time to time. Racquetball is a very fast-paced and intense game and if you aren’t careful, your emotions can get carried away and override your ability to play smartly. How your opponent plays can have a direct affect on your emotional state. For instance, if he consistently gets in the way of your shot, you either have to take an alternate and less effective shot or call a hinder which results in a do over. If this continues throughout the game, it can get very frustrating.

Align Your Sales and Corporate Strategies - Click To Read Article
When your sales strategy is not aligned with your corporate strategy, your organization can become its own worst enemy. While the sales force may be heading in one direction (e.g., applying their own processes, emphasizing certain product lines, addressing their own objectives) the corporate direction and priorities could be completely different. Of course it’s the customer who suffers the most when these strategies are not aligned. Hence, it is critical that sales and corporate strategies be in sync to avoid conflicts with processes, priorities, resources, and especially customers.


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