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The 100 greatest ideas for building the business of your dreams by Ken Langdon

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Idea 41

Sellers – take part in sensible buying decisions

The concept of knowing a customer’s business better than they do neatly encapsulates the concept of helping a customer to go about decision making in a logical manner. There’s a huge amount of emotion in any significant buying decision, and we will have to build that into the plan, but it’s best to have the emotion sitting on a rock of good common sense.

Let us take as an example a company making a capital investment decision. This could be an IT hardware and software project, new turbines for a power station, a new property to use as an office or any other investment that is going to give service and add value for a protracted length of time. A small or medium sized business, SME, may ...

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