Not knowing the roles of key players in the buying process could cause a sales representative to:

Question

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Not knowing the roles of key players in the buying process could cause a sales representative to waste time and alienate people. If they don't understand who the decision-makers are and who is involved in the process, they may spend time pursuing irrelevant leads or interacting with people who don't have the authority to make a purchasing decision. This can ultimately result in wasted time and effort, as well as alienating those involved in the decision-making process.

Not Knowing the Roles of Key Players in the Buying