Summary
Sales enablement strategies should be adjusted to reflect the market situation for the offering based on the Forrester Demand Spectrum. In established markets, sales reps must stay aware of both familiar competitors and potential threats from new paradigm and new concept offerings. Creating differentiation with established market demand often requires providing a superior buying experience. In this report, we provide guidance on how to adjust the selling approach for an established market offering during each of the three major phases of the Forrester Buying Cycle (education, solution, and selection).
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