Chapter 4. MAPPING AND ENGAGING INFLUENCE NETWORKS
Myra Norton
Organizations in many industries are searching for new sales and marketing models. As the number and variety of communication channels continue to multiply and the landscape becomes increasingly competitive, firms are looking for creative ways to acquire new customers, sell more to existing customers, and build long-term brand loyalty.
Talented sales professionals recognize that successful selling requires an understanding of the myriad relationships surrounding the individual or group that will ultimately decide whether to purchase the product or service. Indeed, customers live and work in "influence networks." They turn to trusted colleagues for input and advice when evaluating ...
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