The assumption in the past was that if you wanted greater sales, all you needed was great salespeople. But that’s no longer true: customers’ demands are too high, and the selling environment is too complex. Buyers
now know more than ever about their needs and choices, and your competition. They engage sellers later in the buying cycle, after needs, budgets, and options have been identified.

Leaders who are in tune with the current reality recognize that building an enduring legacy of success doesn’t come from creating great salespeople, it comes from creating a superior sales culture.

Our research shows that somewhere north of 50 percent of customer loyalty is established before customers experience a service or take delivery of a product. This means that how you sell matters more than what you sell. It means that buying and selling experience is a big part of your brand.