The Importance of Peer-to-Peer Relationships, Even in David vs Goliath Relationships

A company in technical sales is often led by someone who knows the product but doesn't enjoy being the public face of the company. Staying inside one's reclusive comfort zone can cause a leader to miss out on cues that frustrated customers are ready to switch from no-bid renewals to a competitive bid process. In this case study, a sole-source supplier didn't have the perspective to deduce the scope and nature of the problems that were putting their most important relationship at risk. ..»

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