Prospects, Customers, Buyers, and Users

Focus on Users, not just Buyers, when prospecting.

The approaches and methods used to attract prospects can vary widely based on the prospect’s awareness of the company and its offering.  With the desire to close the sale, we naturally focus on buyers.  After all, they make the decisions.  It is easy to lose focus on the individuals that will actually use the offering.  Often, they are very different than those who make the buying decision and may possess the ultimate sales veto power.