A marketing strategy that focuses on customer needs rather than product attributes has become the dominate method of selling marketing services, according to a new study released by the consulting firm Winterberry Group, based in New York.
Seventy-eight percent of marketing services firms have responded to customer demand by adopting a team sales approach that combines the resources of multiple sales professionals to assess client needs and provide effective solutions.
Another trend has been to provide tailored service packages, rather than off-the-shelf products.
The study found the influence of client procurement departments has grown tremendously and has led to increased price pressure and longer and more complex sales cycles.
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