Selling Finance and the Promise of Contingency
Selling Finance and the Promise of Contingency
This chapter analyzes the notion of client preference by showing how clients are affected by interactions related to the properties of products as these are staged by salespeople. The interaction between salesperson and client is set up to control the uncertainty around the product and the client. To anticipate and control the preferences of clients, the salespeople have to become clients. On the other end, General Bank has to tailor its commercial pitch to differentiate its services from liquidity while luring the client into freezing his or her capital for five to ten years. Moving back and forth between clients and engineers, salespeople straddle an expensive borderland between that which is inside the bank and that which is outside.
Keywords: client preference, salespeople, clients, products, services, General Bank, border control
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