Business development is a contact sport, and a hard one at that. In the world of industrial and technical sales it is easy to fall into the trap of demonstrating a lot of know-how, at the expense of know-who. At the end of the day some know-who skills are going to be crucial, as someone has to sign a purchase order. How do you balance these two capabilities in a technical selling environment?
Soccer fans are loyal buyers. They purchase based on the relationship with their favorite team, and they wouldn’t support a rival team at any price. The relationship extends to their love of the team colors and symbols. It is a tribal allegiance, a deep loyalty to the team brand.