Opinion

Wharton Business School has just published a very interesting paper.

Wharton Business School has just published a very interesting paper. The paper is only a short 3 page read and it deals with finding a physician that was not uncovered by the standard KAM process; what made physician 184 so important was not the number of connections he had but the critical link he was between networks.

Google knowledge@wharton. Look at the menu and click on the marketing hyperlink. Scroll down until you find "The Buzz Starts Here: ........"

Neil Rackham of SPIN Selling fame has just written an article for Modern Seling.com in the sales expert comment section.

First and foremost, he says, you must create value for your customers. The practical test that something has value is that a customer will pay for it.

Could you ever imagine a situation where a call by one of your reps was so valuable to the doctor that they leant over at the end of the call and said, "that was great, that'll really help me practice medicine." Followed by getting a cheque book out of the desk, "How much do I owe you?"

Neil relates a survey that suggests exactly that, although he's not talking about doctors; only "buyers". It's only a short article worth reading.