There Is Never Only One Consumer

I’m wondering who is my customer.

In our Interlocked world, identifying the customer is not easy. From a sales person perspective, the customer might be the engineer who uses the software, or the IT person who tests it, or the manager who decides. There’s a whole team behind every customer. Users,  influencers and buyers are Linked-In, ruling other buyers.

From a sales manager’s point of view, the primary customer is the sales representative. Sales people are the intermediate buyers; they might see product benefits you have not considered yet.