Sales of technology products usually involve several stakeholders on the customer side. These stakeholders often perform the following specific but unofficial roles with respect to screening, evaluating and approving potential purchases.
Failing to identify the various stakeholders, their roles in the sales process and their preferences will jeopardize any technology sales process. And keep in mind you must create a winning proposition for each stakeholder.
Customer stakeholders’ roles and degrees of influence will vary according to the opportunity. Relying on old contacts and experiences may be insufficient. Sales executives must proactively identify all stakeholders for any new technology sales opportunities.
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Heiman, S. & Sanchez, D. (1998). The New Strategic Selling.New York: Warner Books, Inc.