People Buy People
In this feature, I’m going to look at the sales-buyer conversation as a critical space where customer value is created.
It’s sometimes easy to overlook the fact that doing business is fundamentally a social activity. We focus on the commercial details of the proposition and the benefits of the solution and pore over these in win-loss meetings. Yet when we chat with colleagues about the way business is going, someone always says, “At the end of the day, people buy people.”
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