Prominent sales authority, professor and author Neil Rackham states: "Irresistible new forces are reshaping the world of selling. Sales functions everywhere are in the early stages of radical and profound changes comparable to those that began in manufacturing 40 years ago. But one change outweighs all the others. The meaning of selling itself is shifting. The very purpose of sales is being rapidly redefined."
Consequently, sales organisations face a huge challenge, because there is no longer any sustainable competitive advantage through product superiority.
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