I started this morning just like any other: With a cup of coffee in hand, I began reading my emails. The first email I came across began with the statement "Product training is the most important aspect of sales training."
While I wasn't interested in the free webinar the email was offering, the statement evoked a thought: Is product training more important than sales training?
Many organizations invest money, time and effort into product training: Teaching sales people all about the products and services they sell. Perhaps as a direct result of this effort, we often find sales people spending the bulk of their time attempting to pitch their products and services to prospective customers.