Today's seller needs to know more about their customers than ever before. The focus in this article is on the soft data. Soft in this sense means that is really doesn't deal with the specifics of their product and application needs but more in terms of what they do and how they do it. That question is the starting point in this customer analysis.
What do they do and how do they actually do it?
This deals with the mission and values of your customer. They are driven by products, technology, customers, distribution channels, their sales force etc. What is their tolerance for risk? How do they reward their employees?
Why do they do it that way?
This second question is even more critical. Is it tradition, lack ...