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The latest report from the All-Party Parliamentary Group (APPG) for Professional Sales demonstrates just how critical the sales profession is to the performance of the wider UK economy; 80% of UK businesses make part or all of their turnover from selling to other businesses.

The report acknowledges the profound impact that the Covid-19 pandemic has had on many businesses through the acceleration of the “digital revolution in how we trade and exposure of an acute skills shortage in professional business-to-business selling.”

Whilst the report highlights that businesses have had to quickly adapt to digital selling, it also recognises two much more long-standing issues: the lack of sales skills and leadership skills.

As the report argues, if companies do not train staff in how to sell, then digital technology will not confer much advantage, and may even be counterproductive.

Whilst investment in digital sales channels may grab all the headlines (and the investment), it is increasingly clear that the human element will remain crucial to effective selling. Too many businesses ignore the development of sales skills and capabilities at their peril.

Read the full report here.

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