Order taker, salesperson, or expert?

Sales staff often sit neatly in pre-defined categories. From order takers to expert closers, IAN ALTMAN explains the importance of matching the right staff to the right business.

In a recent project, a sales team contacted my company seeking to transition from order takers to sales drivers who could chase down sales with hunger and determination. When asked why he wanted his staff to make this shift, the CEO replied, “Ri...

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