The majority of organisations are too myopic in their sales strategy, pushing monthly or quarterly goals. Sales teams need to understand and embrace the company’s long-term strategy for effective sales. That’s according to Roy Osing, former president of Canadian telco TELUS, who introduced a ‘customer report card’ to refocus sales teams on nurturing the customer rather than foisting pushy sales techniques. Sales people are guided by incentives, he says, so if you shift the incentive to the customer relationship and not the product, your business and your people will thrive.

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