When Leanne gave her presentation to the BigDeal discount buying center team,she treated each member's question seriously and gave equal time to addressing each.Leanne did not realize BigDeal has an autocratic buying center culture and she needed to focus on answering Beverly's questions,since she is the decision maker.In addition to wasting time by not understanding BigDeal's culture,Leanne may have also hurt her chances because she

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Leanne's mistake was not understanding the autocratic culture of BigDeal's buying center and failing to focus on Beverly's questions, who is the decision maker. By treating every member's question equally, she may have wasted time and potentially hurt her chances. Additionally, by not focusing on Beverly, Leanne may have alienated the real decision maker and missed out on the opportunity to make a stronger impression.

When Leanne Gave Her Presentation to the BigDeal Discount Buying