It isn't necessary to tell salespeople they need to improve their performance. They're scorekeepers; they know exactly how they're doing. Even with so many opportunities, it's easy for salespeople to get stuck in patterns that keep them from becoming more effective performers. To help salespeople see themselves more clearly, here are four approaches to sales:

1. Tactical selling

This occurs when a salesperson tends to follow a script that puts the emphasis on a product's features and functions rather than focusing on understanding customer needs. Unfortunately, these salespeople have difficulty moving beyond mid-tier relationships.

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