Enterprise Sales - Convincing a group

When you selling to a company you have a convince a group of people - it’s seldom the decision of one person. To make things more complicated you don’t even have the ability to directly talk to most of these people - in the sales conversation you only get direct access to a few people directly - there are many people who can influence a choice about your product that you do not have direct access to.

So you have:

• A group of people

• With different backgrounds and learning styles

• Different perceptions of what is important

• Many of whom you can only communicate with indirectly via what they read and hear from others

Big problem eh?

In Fundamentals of Marketing I discuss a different better way of solving this problem.

In practice today these is a more traditional way that this problem is solved.