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This book provides sales management with a new steering tool that is oriented toward future revenue and profits while setting new, concise, and directly applicable work frames. These work frames are necessary because many companies feel that their spending on training their sales force is a waste of time and money; they complain about the lack of improvement and continued low performance. The authors explain why the outlook for current sales steering - as it is practiced in many companies acting on an international scale - is rather bleak and why this highly dissatisfactory entrepreneurial situation must be urgently corrected. These leadership deficits can, from the authors´ point of view, be compensated only with the installation of a mindset and a scope of action that is strictly aligned toward company success: sales steering by result framing.

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The exigency of a new sales steering by result framing.- The benefits of result frames: orientation, project steering, global usage, no unproductive data flood, action impulses instead of ex-post intelligence.- How result frames replace motivation and why they take hold faster than change processes.- The innovative force of the eight sales steering Instruments: points of difference, potential lines, winning customers, potential matrix, political poster, success platform, negotiation, charisma.- Practical use of sales steering instruments: variable utilization of instruments, implementation in pragmatic action programs, helpful drivers, obstructive snares.

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Dr. Wolf W. Lasko is Managing Director and founder of Winner´s Edge, Resulting Company for strategy, distribution and innovation in Germany. His key activities are change resulting, creative innovation processes, sparring guidance and steering sales. He is the author of 22 books.

Dr. Lara M. Lasko, MBA, is Managing Director of the Think Result company in Switzerland. The consulting company specializes in sales and concepts with focus on international sales management.

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