Featured In: Winning Edge Magazine
People Buy People

In this feature, PAUL JOHNSTON looks 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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