Going to market with unique, high-quality products and services is no longer a guarantee that sales will be made and accounts will be retained. Remaining viable in today’s business environment requires salespeople who can respond to customers’ business needs, priorities, and interests better than the competition.

Negotiation is an ever-present part of any sales process. It occurs informally throughout the sales process and more formally when specific proposals and agreements are on the table. Effective negotiating protects sales revenue and improves profit margins.

The sales function is a key source of competitive advantage for organizations—there’s no place where competition is more intense. The ability of sales managers to develop and coach their salespeople has a significant impact on sales team success and revenue results.

As organizations strive to solve critical challenges for their clients, technical professionals play a crucial role in creating and delivering solutions for both external and internal stakeholders. While experts in their technical fields, many professionals need support in building stronger client relationships and delivering value-driven solutions.

Even the most unique, innovative products and services have limited appeal on their own. To respond to customers’ business needs, interests, and priorities better than the competition, salespeople need to add value. This process begins with being able to quickly strike a chord with customers—to make them feel comfortable talking about real business issues.