Going to the customer's setting with the local rep helped uncover the features behind a large order Listen
Shipley describes selling Avid in Japan, where a customer offered a large order with a request for features he could not understand. He went with his top rep to a karaoke bar with a legal pad and worked out which features the customer wanted. They built them and won what he says was the biggest order in the company's history.
“so it just takes digging in and trying to understand what your customer is trying to solve.”
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From Sales as the System and Why Founders Must Own the Problem with Lou Shipley.