You refer to ‘calling high’, can you tell us a more about that?

• In the early part of my sales career, I suffered from myopic focus on the user/technical person and not commercial benefits. As did my peer group.

• Over time I realised the pains of only having a relationship with technical function – deals slip, deals became smaller in size and some were lost completely.

• A new focus became the Economic Buyer. Gaining executive level sponsorship protects the ‘value’ of the deal.