People who have been in the sales wars note that it is not unusual to find that the person or work unit that will benefit the most from a product or service is the least likely to purchase it. Aiming your efforts in that direction is a waste of time.
You must instead direct your marketing to the individuals who can decide or influence a decision on behalf of the person or work unit. Having more objectivity and being less defensive, they may be far more open to your message.
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