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A need to examine the relationship between concrete producers and their customers -- and its effect on profitability -- isn't restricted to salespeople. Managers, dispatchers, technical service reps and other support people can benefit from the Concrete Professional Sales Certification training. So can personnel from allied industries that produce cement, admixtures and construction materials. With the help of course materials developed by NRMCA, concrete personnel can now get training geared specifically to their industry. The article also summarizes the required four modules of the certification program. KEYWORDS: sales, certification, NRMCA, train