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How to Sell to Retail by Clare Rayner

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04

Customer

Introduction

In this chapter, the first of Part Two on Plan Big, we’ll be focusing on a very important group in more detail – your customer. Clearly the ability to recognize and serve your customer is the most critical aspect of your business – you owe your existence to them – so this chapter will be pivotal to all the chapters that follow. Make sure you spend an appropriate amount of time clarifying your own understanding about the key attributes of your customer and what drives them to buy from you (or buy your product from retailers).

So, in order to achieve this we’ll be:

    •  looking at how you can identify an ideal customer, considering the differences between the buyer (the person who makes the decision to procure your ...

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