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

1. Tactical selling

This occurs when a salesperson tends to follow a script thatputs the emphasis on a product's features and functions rather thanfocusing on understanding customer needs. Unfortunately, thesesalespeople have difficulty moving beyond mid-tierrelationships.

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