The Perception of a Difference

Wes Zimmerman . Wes Zimmerman

Marketing, A Key Block in the Business Arch

Chapter 3 – Marketing
Marketing educates the buyer without active interaction between the buyer and the seller; selling educates the buyer with active interaction between the buyer and the salesperson. Learn how and when or even if you want to introduce a new product or a new sales training program.

As Zimmerman writes in The Perception of a Difference, “Your challenge in marketing is to help me select from 20 kinds of products” that are almost identical and 20 sales people are telling me they have the best one. Learn how many decisions are necessary in the buying process, what marketing efforts come into play. There are complex buying processes for a simple product. The complexity comes from the number of people who would be affected by its purchase.

In this marketing chapter, Wes illustrates his point on human perceptions in a way that best selling sales books have missed about buying perceptions.

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ISBN 0-9760307-0-5 - Hard Cover, 305 Pages

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