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The Salesperson Hook: Build Sales Technology that Sells Itself

Are salespeople difficult to please, or are you just not giving them what they need? Here's how to find the "hook" for salespeople in every tech implementation, as Ben Albu shared at MDM's 2025 SHIFT conference.

June 26, 2025

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The truth is, according to one ex-distributor-turned-consultant who has witnessed hundreds of implementation strategies by industrial and electrical distributors, the vast majority of sales technology projects fail to meet financial objectives. Why? Depending on who you ask, there are several reasons:

  • "We didn't understand why we were doing this."
  • "We picked the wrong technology partner."
  • "We had weak project management."
  • "IT couldn't connect everything properly."
  • "People didn't understand how to use it."
  • "People just resist change."

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