“Whatever the cause, the moment will come, and you will find your company in a shift from selling a lot of your current offering – let’s call it X – and a little bit of something new called Y. Eventually, if your change strategy works, your company will sell a lot of Y and much less of the X legacy offering.
X and Y can be what you sell or how you sell. What you sell may be shifting to radically new products or to radically new services. How you sell may involve new types of customers, new types of buyers within existing customer organizations, or new, fundamentally different selling approaches.
Whatever your company’s X and Y might be, how you respond to the need to shift will determine your personal success, that of your customers, and to a great extent that of your company.
Five key moments determine whether your sales transformation will be successful.”