![]() The study led to the surprising discovery that the best way to drive B2B sales isn’t to build relationships it’s to challenge customers. The Sales Executive Council (SEC) launched an extensive research to identify what these sales reps did differently. Yet, a small group of salespeople continued to deliver results which would’ve been amazing even during a booming economy. In the midst of the 2009 economic crisis, sales had bottomed out in most sectors.
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