Getting to know the buyer - Sales Management

It is important to develop an in-depth understanding of the buyer (see Figure ), both from the perspective of his or her role in the key account and as a person.

Establishing relationships

When working with major accounts the selling relationship is not normally a quick, hard sell, but protracted negotiations over a period of time, often supported with substantial figure work and analysis of products. The key account manager must work over time to build an appropriate business rapport and relationship of mutual respect and equality(see Figure).


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Sales Management Topics