4Presenting the Product to Upper Management
In this phase, based upon the activities in which you will be involved, you may think you have been transferred to marketing. Make no mistake about it—this is a sales job! Furthermore, you will give a different type of sales pitch to different groups (upper management or users). Yet each sales pitch will have the same basic philosophy; you will always employ a soft sell.
The reason you have to take on this role has to do with the fact that during implementation, you will be effecting a cultural change. We discussed this aspect of the process in Chapter 1 when we discussed your own commitment. Now, however, we will get to the heart of the matter, which is simple and perhaps obvious: People naturally ...
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