1. We must fix (i.e., train) the sales force. Most companies genuinely believe their products and services provide legitimate value to customers, but the customers aren’t “getting it.” That is, the sales organization must not be articulating the real value of offerings effectively to prospects, and, therefore, sales are off. Assuming that the sales problem is “localized,” some form of training is arranged for the sales force. In some cases, sales training is entirely appropriate; but there are many other factors involved in revenue performance that often are unattended to, and performance gains are often short-lived.