Compensating Salespeople for Digital Jobs: Is This Still a Problem? Yes

Strong Technical Prowess Is Critical

The technical communicator—that bridge between the sales rep and the client purchaser—can make all the difference in the world, Farquharson observes. He or she needs that technical proficiency to walk hand-in-hand with a moderate degree of social graces.

"It's not so much the equipment that's the key, it's technical superiority," Farquharson contends. "The difference maker in a shop is the technical person, their communication skills and ability to handle the files. A printer that is technically superior to his competition is going to win every time."