A sales team cannot be left by itself whatever the size of the company. Performing organizations must use tools to analyse their competitive environment to establish the best possible positionning to their targeted clients. This positionning allow to clearly define the comparative advantages that will appeal to the potential buyer.
Let us demonstrate the benefits of this process in a business selling context or B2B. When the team cannot deliver a comprehensive marketing message, what is left is price which, you will agree, is not a strategy. .