Chapter 6. Product/Market Match
Promise, large promise, is the soul of an advertisement. | ||
| --SAMUEL JOHNSON | ||
Marketing guru Ted Levitt once described the difference between marketing and sales by saying that it is sales’ responsibility to get the customer to buy what the company has to sell. Today a successful sales organization defines its role well beyond this limiting description.
In industrial sales today, the smarter sales organization is the one who has a better sense of integrating sales with marketing. Customers are dealing with fewer suppliers, and businesses are adapting their company’s products and services more carefully around their customers. If they can provide ideas and assistance that will help their customers become more successful, ...
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