The Case Study: The Challenge One of the top telecommunications equipment makers in North America was faced with a situation where they had never formally introduced a consistent sales training program across the company. Multiple sales training organizations existed worldwide throughout the company and a variation of sales training methodologies and processes were being used. Each organization had a different view of how they approached the customer from the first engagement to discovery to the close of sale resulting in inconsistent messages to the customer. The entire sales organization – managers, account managers, sales representatives, system engineers, and post-sales technical support engineers – needed a consistent methodology to approach customers “JBK had the capabilities and exp

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