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Do We Have a Sales Training Problem? Or a Commercial Capability Gap?

In Brief: Benjamin Premack examines whether hospitality organizations are misdiagnosing underperformance as a sales training issue rather than addressing a broader commercial capability gap that affects overall business outcomes. At a discussion of the Sales Advisory Board, I brought a question that many sales leaders are asking: are hospitality organizations investing in the right kind of development for today’s sales professionals? We’ve all seen that hotel sales roles have changed. For example, sellers who once focused primarily on relationship-building and prospecting are increasingly expected to understand business mix, profitability, technology, and broader commercial strategy. Training programs have evolved as well, but…

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Travel & Tourism

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