Sales were strong when they focused on selling low cost copiers and fax machines to small business owners. Now they've expanded into higher-priced equipment, and that forces them to target larger companies. So far results have been poor. Roberto talked to a business friend who gave him some articles on psychological marketing. We're used to a store owner and a secretary making the decision.
More people mean more stress in the whole process.
It means that everyone is sweating making a bad decision because these machines cost a lot of money. Who Wants To Be a Millionaire' show. So price is not the key issue here. We know some of the people in the companies we want to sell. Others we can ask about, or just make an educated estimate of their key motivations, based on their department and job responsibility.