CHAPTER 3

Winning the Complex Sale

Margaret sells software that reduces by half the process time needed to develop promotional materials (emails, ads, etc.) and lets her clients more easily target many more specific customer segments. The product is used primarily by large retailers and solves ingrained communication difficulties between their marketing, advertising, and retailing/merchandising departments. To sell this product effectively, Margaret’s strategy is to approach each department individually to help them recognize how their department will be better off by supporting Margaret’s software solution.

As Margaret has learned, when dealing with a Complex Buying Team you have to keep in mind that each individual has his or her own buying ...

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