When you're delivering a message in a sales presentation, the person receiving the message might not be the only person who you have to convince. Solution: Get in front of the "economic buyer" - the guy/gal who signs the cheques.
Easy, right? Wrong.
It's not always easy to get to that person directly. More importantly, it might not be enough to convince that person alone. They might have final authority on spending the money, but they'll take advice from others about the purchasing decision.
In addition to the economic buyer, you might face the user buyer (who'll actually use the product) and the technical buyer (who decides how the product will fit into the organisation's structure).
The technical buyer might in fact be the person you most have to convince. Online marketing company Enquiro Research has released a free report, Marketing to a B2B Technical Buyer, which gives detailed ideas and guidelines for marketing to this species.
This is one of the best free research reports you'll ever read. Visit their site and download it now.
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