Customization is a sales force's distinctive weapon and a key driver of a salesperson's impact. Customization takes advantage of the fact that customers and prospects differ in many ways. They have different product and service needs; different sales, sales potential, buying influences, and buying processes; and different attitudes toward innovation, cost, and service. A salesperson is well positioned to exploit this diversity by delivering a customized sales program to each customer. A salesperson has the flexibility to adapt the company's approach and product/service offering for each customer and can adapt the sales process even as it is being executed.
The Need for Precision Selling
Activity data compiled by the authors ...