1994•Fortnightly; (United States)Requires access
Selling in 3-D
J A Stapleton
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Abstract
The ideal in marketing is to strike a balance between a customer's success and a utility's profitability. This article describes a three-step process for getting and keeping a customer. The process focuses on understanding a company's goals as well as the future directions of the industry the company is in. It also stresses understanding the political structure of a company, and using that to advantage in trying to sell products and services to a prospective client. This method goes beyond the more normal selling procedure of simply trying to solve companies' problems in exchange for a sale.