Many organizations (indeed, many sales training companies) fail because they treat skill development as a training event instead of a change process. To really succeed, sales leaders, enablement professionals, and learning and development (L&D) teams need to think of salespeople as customers of the change process.

Three dimensions are vital not just in creating value but also in capturing, delivering and defending value around the whole customer buying cycle. Selling is largely a training and coaching process, and behavior change is, in turn, a selling process. That’s why those same three dimensions are also critical when training salespeople.

Download this white paper to learn what those dimensions are — and how to change sales behavior, not just deliver sales training.