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Our annual research study examines the experiences and outlook of 700 sales professionals and managers.

The responses make clear that recent months have altered the course of the selling industry. Changes that have occurred since the pandemic require more than a pivot; they require a new approach that can address a new era.

In our 2021 Selling Challenges Research Study, we look at the results from an array of questions that offer a clear look at the landscape ahead. We respond to these challenges with a clear set of strategies that enable the sales professional to adapt and win.

In the study, we show:


  • Why the stakeholder’s uncertainty is higher than ever and how to adapt by exploring the customer’s new decision process
  • Why prospecting virtually means revising the value statement and building incremental value
  • Why protecting price and maintaining profitability mean anchoring value and shaping customer perceptions
  • Why developing personal connections over a virtual medium requires transparency, authenticity, and trust

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