This dilemma replicates itself in business-to-business (B2B) selling. The assumption, for instance, that a nod from the Managing Director will automatically open all doors to the purchase of your solar panels, is a fallacy. ‘Do you want to speak to the man of the house, or the woman in charge?’ So I once read on
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For instance, it is easy to miss the M-PESA paybill number at a Java restaurant. Oh, it’s there; on the table and the counter. But we are accustomed to looking for the colour green To remain successful as a business-to-business (B2B) seller, always keep your eye on the 7Ps. Popularized as the marketing mix, the