“It’s important to identify the specific needs of the user buyers, so you know how they will benefit from using your product and to provide ground-level perspectives from the people who will be using the product.

They can become advocates for you with the senior managers who will be more involved in the purchasing decision. Because they report to the managers and VPs above them, they’re often tentative about specifically discussing pain points and needs in their day-to-day work.

This enables you to be their advocate to the managers by reporting information that the user buyers might otherwise be reluctant to share.”

[Excerpt from my book – “Stop Hustling, Start Scaling.”]

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