When you’re in sales, your objective is always to find the customer’s unmet need and figure out how your product or service fills that unmet need. But what do you do when the people you’re selling to are in wildly different roles, from ground-level employees to C-suite leaders? Doesn’t that affect their needs? Of course it does! Which in turn affects your ability to sell to them. If you can pinpoint the different kinds of unmet needs that each customer role tends to have, your sales pitches will be better. They’ll be more customized. And, ultimately, they’ll be more successful. In this program, we’ll discuss which unmet needs to look for, depending on the role your potential customer plays in their organization. We’ll cover business-to-business sales and selling directly to consumers.