Forrester

Why Read This Report

Your strategy for growth -- by cross- or upselling your portfolio to new buyers at existing accounts -- is likely suffering because the executives your sales teams manage to engage are underwhelmed by that critical first meeting when you win the right to move forward or not. While there are a number of attributes that executives ascribe to a valuable sales meeting, number one is structure, followed closely by addressing their business problems. Executives marvel at how unprepared most sales teams are, and the major gap is a failure to read up in advance on the company or the executives and their challenges and instead falling back on talking about your products and capabilities.