Until recently, sales managers received no specific training for
their jobs. However, selling has become more complex with the
emergence of regulations and more sophisticated customers. Sales
managers need to inspire and achieve sales results by managing
teams of professionals and other resources. To do so, they need
guidance on dealing with issues that arise in these broader aspects
of their role.
This concise guide for sales managers is based on a well-known
sales management technique called the 'customer portfolio matrix'.
Beth Rogers weaves her version of this throughout, enabling sales
managers to see their strategy from the customer's point of view.
Doing so will allow them to set realistic objectives, design new
strategies that add real customer value, avoid wasting time on
price-oriented customers and deploy resources for maximum