Winning the Elusive Marquee-Brand Customer Advocate
Harvard Business Review
JULY 9, 2013
It''s one of the sweetest moments a business can have: landing a marquee-brand customer like Apple or Coca-Cola, Walmart or Boeing. Just because a salesman says he needs a reference from Boeing to close a deal doesn''t mean that he really does, or that some lesser known brand might not furnish a more powerful proof point.
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