Guest Column | December 7, 2009

Executive Outlook: How VARs Can Boost Sales With A Winning Sales Force Culture

By Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer

Adapted from Building a Winning Sales Force: Powerful Strategies for Driving High Performance

IT salespeople have reason to be frustrated: They have been charged with selling to customers who have either cut or postponed all non-essential technology spending. While disappointment with an unsuccessful sale is normal, the risk in today's economy is that these lost sales will pile up and create a defeatist sales culture that saps morale and revenues.

That means IT resellers would do well to understand the importance of culture and create a sales force culture that boosts engagement and drives success.