Finding an influential individual who appreciates your product is a good thing, but it won't necessarily be sufficient to help you close the deal, writes Bob Apollo. To be effective, this individual will have to be able to convince his or her colleagues that change is necessary. "[Y]our real competition isn't the companies you regard as competitors," he writes. "It's all the alternative ways that your prospect's organisation could use the funds that are going to be required -- including keeping them in the bank."
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