CHAPTER 12

Discussions withan ATL Executive

The vocabulary that an ATL executive uses is very different from that of a BTL user. Why? Because BTL buyers focus on technical and user-specific requirements, while ATL buyers focus on business and fiscal requirements.

Salespeople are generally trained really well by their companies to speak to the BTL. They get:

imageProduct training

imageCompetitive training

imageCompany history and competitive advantage training ...

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