Training can improve the accuracy of salespeople. Since salespeople are nomally self-serving, they need to be convinced that collection os accurate information will aid the selling process. The reason for this is simple. Adaptive selling is altering sales presentations to meet the needs of the specific selling situation. The better and more accurately salespeople can perceive their customers' needs, the better they are at adapting their sales presentation to the specific customers and the better they are at the selling task. Research has shown that more accurate salespeople are better performers.