It is possible to sell a product to customers when you don’t understand their culture or their way of life. But it sure can be a lot more difficult. Curiously, the incident which made me acutely aware of this involved SEC football. I was on the floor of the convention center in Las Vegas in our booth, when one of the sales reps came over with four gentlemen in tow. The sales rep was from Spain, but lived in England at that moment. He was working the show primarily to make contact with international banks, but he had managed to make a connection with a U.S. regional bank that was strong in the Southeast. He had brought four of the bankers over for me to demo our product suite.
Category: Software Sales Process
After almost two decades, these are some of the lessons learned for how to improve the way we buy and sell enterprise software.