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The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset by Bill Lee

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7

Customer-Enhanced Strategy

How C-Level Customers Can Create Rapid Growth

IF YOUR BUSINESS TYPICALLY SELLS to midlevel managers, you’ve likely found yourself dealing with cost-conscious buyers with little authority, limited budgets, tactical and unexciting projects, and not much potential to grow a lucrative business relationship. But if you can aim your value proposition higher—to the chiefs in the executive suite—you’ll open up new worlds for your business.

How? First, senior executive buyers (also called “decision makers” for our purposes) often have broad budget authority and can make rapid buy decisions without going through corporate bureaucracy such as human resources, IT, purchasing, and so on—or worse, committees composed of such ...

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