CHAPTER 9
CALL COACHING
Sales calls are the lifeblood, the beating heart, of sales execution. The rest of the body can be relatively healthy, but the heart is where the action lies. If the heart fails, everything else in the body quickly follows suit. Call coaching is the mechanism that keeps the heartbeat of sales strong and steady. Just like the heart, sales calls need monitoring and attention. Ignore them at your own peril.
To make the case for the importance of call coaching, we will go so far as to say that call coaching is to sales what calling plays is to sports. No matter how great the play, it must be executed well to work. The same applies to sales. No matter how brilliant the sales strategy, the success or failure of that strategy ...
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