How difficult is sales today? Ask any sales professional and be prepared to settle in for a conversation that will take you on a journey that starts with how customers don't have time to see them and that price enters into every conversation, and ends with how the organizations they work for demand more performance at equal or lesser commissions.

Sound familiar? Then why do some sales professionals and organizations always outperform others? Simple, because they have fundamentally changed the way they engage their customers.

Today's customer is changing dramatically. They're being tasked with more work, their tolerance for risk has dropped dramatically, and their ability to keep up with the changes in the business around them is being stretched to the limits. As such, sale professionals must deliver value in each and every interaction they have with their customer. CEB confirmed in a recent B2B Loyalty Study.