Don’t be Blindsided by the Competition
By Michael Leimbach and Nancy FrevertKnow What the Customer Really Values
A sales rep had a long-term relationship with the head of an in‑house printing group, and he expected to get the business when the company decided to outsource its printing services. The rep was shocked to find out the deal went to a competitor. His contact told him the other company offered a “better value.” The sales rep thought he knew the customer, but now he wondered, “What did the other guy know that I didn’t?”
The sales rep in this example was sure he knew what the printing manager was looking for — … Read the rest