Research by Steve Martin dug into sales effectiveness. The project goals were to understand how customers perceive the salespeople they meet with, explore the circumstances that determine which vendor is selected and learn how different company departments and vertical industries make buying decisions.
Source: Harvard Business Review, June 23, 2017.
Martin shares six key research findings:
- Some customers want to be challenged
- It’s really a committee of one
- Market leaders have an edge
- Some buyers are “price immune”
- It’s possible to cut through bureaucracy
- Charisma sells in certain industries
INSIGHTS: All animal health pros will pick up something from this article. Sales managers and marketers can gain added perspective from research like this to help support sales teams.