Digital Sales Compensation: Neither Fish Nor Fowl

Grow Your Own or Import

Dunn suggests asking interview questions of the potential sales hire to uncover commitment to preparation, which is a critical success factor for professionals selling complex solutions.

"Today's world is more about business acumen than print," she says. "That's another reason why it's so hard for traditional print salespeople to make the transition. They have spent their professional lives focused on understanding and talking about print, not business objectives and challenges. They are intimidated when talking to customers about improving response rates or minimizing steps in their supply chain."