Feel how the market sees your business

In small and medium companies, the owner is also the leader of the sales force. Therefore, going out on sales calls with the sales people is very important, even if you do not have any sales experience by yourself. You will have the chance to feel, first hand, whether your company causes the impression you want  in the market. Otherwise, make the necessary corrective changes quickly.
If you have no sales experience, then participating in a sales call will be a learning process. Observe how your sales officers work, how they present your company, how they listen the potential customer, how they ask questions and how they push to win business.
If you are experienced in sales, going out on a sales call will be the opportunity to assess the quality of your front line, ensure they are communicating your company and your products or services properly and rectify their sales style (strategy, techniques, etc.) if necessary.     
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