Can't afford a full-blown training program? Well, here's a hit list of training needs that nearly 350 companies of all shapes and sizes consider most critical for high-performance sales. The message? Send your sales reps to "Customer Service U."

Type of training and the percentage of respondents who cited it as "very important"

Customer relations 92.5%

Retention of customer base 87.2%

How to close the sale 66.4%

Time management 66.0%

Lead generation 63.0%

Written communications 52.2%

Formal presentations 51.5%

Source: "1993/94 Sales and Marketing Personnel Report," Wyatt Data Services, Rochelle Park, N.J., July 1993.

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