Forrester

Why Read This Report

The businesspeople and IT professionals responsible for solving problems at their companies expect vendor salespeople to engage with a clear understanding of who they are, what they do, and the problems they face. Salespeople who fail to meet clients on these new terms speed their company's relegation to the dreaded commodity-provider pile. Sales organizations must transform from product pushing to problem solving, and many depend increasingly on frontline sales managers to drive the behavior change needed to make that transition real. The majority of companies we talked to leverage a sales coaching program to help sellers improve skills and become more effective in the sales process. During the research process, we found that sales enablement professionals can reinforce sales team behavior change through tailored sales coaching conversations.