CHAPTER 5INSTITUTIONALIZING YOUR PRESENCE
HOW DOGS SET THE STANDARD FOR BEING INVITED IN AND NEVER LEAVING
JOINING INTERNAL GROUPS
When I worked with Calgon years ago, its field force was far more expert in engineering than in selling. Its representatives were experts in water management, effluent cleaning, environmental concerns, and so on. Some had engineering backgrounds, some chemical, and some mechanical.
When they spoke to technical people, they were speaking a common language. But they didn’t do as well when they were competing with pure marketing professionals from the competition, who were often dealing with the people making buying decisions.
The resolution to this disparity was to insert Calgon people into internal client management ...
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