The following is an excerpt from Building a Winning Sales Force: Powerful Strategies for Driving High Performance by Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer. Zoltners, a professor of marketing at the Kellogg School of Management, and Sinha founded ZS Associates in 1983. Lorimer is a business writer and an independent sales and marketing consultant.
The GE Story: Improving Sales Force Effectiveness Across Businesses
Many companies with large sales forces have initiated cross-divisional and worldwide programs to enhance their effectiveness. While these initiatives have not been uniformly successful, many of the successes have had a dramatic bottom-line impact.
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