Greg Helfrich, national operations manager at Elrus Aggregate Systems, had a simple question: His salespeople were good a that they did. So, why were some able to sell at list price, while others couldn't? That kick-started an ongoing journey to create improvement. They already had decent sales training. But sales training is general, not specific. The key to Greg's success was beginning with an analysis of his salespeople's challenges: For one thing, they had no standard for prioritizing high vs low quality prospects. Nor did they have enough insight to the value ELRUS created for customers. Without that, getting customers to understand the value is not easy. You can get all the details in this episode, including… * How salespeople learn to speak the customer's language * Ways to differentiate your commodity from other commodities * A scientific approach for analyzing and prioritizing prospects * How to make sure your sales force communicates your true value * And more