Chapter 4.2 The Organisation They Work In

The potential customer is clearly affected in his buying behaviour by the economic circumstances his organization is experiencing. This chapter is more about the matching your sales campaign to the Customers role & responsibility within his organization. Again with a little thought this model can be applied to selling to consumers, but is usually simpler. The decision maker tends to be either the breadwinner or the wife. When selling to organizations you need to think through the role & responsibility of the person you are talking to.

Again the key is to focus on the interests of the customer, not your burning need to sell him something. In your own life you must have experienced a “boor” who talks to you about something he clearly finds compelling which is of absolutely no interest to you. If this experience is repeated more than once, you will go out of your way to avoid that person at any social event that you encounter him. Likewise meeting a businessman does not give you immediate permission to launch into a pitch, assuming you might want to meet him again.

You have to start somewhere, right, so start by trying to put yourself in his shoes. What has he been meeting, talking, emailing about today?

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About Michael

After studying Marketing at both Wollongong University and the University of Technology, Sydney, Michael Worked in B2B Marketing for the Cronulla Sharks Football Club for 3 years. Currently at CRMNow, he looks at Customer Relationship Management as a vital aspect of successful business and with a passion for Social Media and Digital Marketing he believes that all businesses have the potential to grow and remain profitable no matter the size.

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