Objection Handling
Objection handling is where most field selling is won or lost — yet it is rarely practised in a structured way. Salespeople learn it on the job, under pressure, in front of the customer, which is the most expensive place to learn anything.
Readiness Assessment
Most Trade Marketing functions are asked to deliver against ambitious commercial plans without a structured view of whether the function is actually ready to deliver. Capability gaps surface only when results disappoint — too late to act.
Internal Cross-Functional Commercial Capability Self Assessment
Commercial capability is usually assessed function by function — Sales, Trade Marketing, Marketing, Finance, Supply. The cross-functional joins, where collective performance is actually decided, are rarely assessed at all.