Sales Force Agility, Strategic Thinking, and Value Propositions
Oxford University Press 2011. All rights reserved. This article observes that customers are exposed to far more information, other buyer behaviors, and ideas than in the past. Accordingly, organizations and their salespeople continuously experience the compelling need for change, and often find it necessary to respond and change rapidly or risk the loss of sales and perhaps more. Following an unchanged long-term strategy may result in a form of inertia when experiencing marketplace disruptions, either for the entire business or with individual customers. This article develops a conceptual framework which proposes how agile salespeople should make decisions and act on value propositions offered in sales encounters. This framework provides a process on how salespeople can couple the skills of thinking strategically with those of acting with agility. Salespeople need to be always willing to examine new evidence, and to make changes based on new developments which are occurring or anticipated.