Make Everybody a Salesperson

According to a recent article in SellingPower magazine, one way of maximizing sales effectiveness of your company is to adopt a sales orientation throughout your entire organization. When customers visit Wabash National, a manufacturer of truck trailers, everyone becomes involved in the selling process, listening to customers needs and defining new products, says vice president of sales Dean Cervenka. “Our head of engineering can sell as well as some of our sales personnel,” says Cervenka.