Most sales training concentrates on selling techniques, but this isn't the only approach. In his book Competitive Strategy, Michael ^Porter recommends defining an industry and its purchasing behavior before tackling marketing strategies. He emphasizes understanding a buyer's thinking helps decisionmakers formulate successful sales strategies. According to Jack Watson, sales director, Southwest and Central Region for Matheson Tri-Gas, which is headquartered in Irving, Tex., specialty-gas sales are different and more complex than industrial-gases and equipment sales. "There are numerous applications for specialty gases and equipment. Having a clearer understanding of product-technology issues facing the buying customer makes it much easier to sell products based on their long-term value."
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机译：大多数销售培训都专注于销售技巧，但这不是唯一的方法。 Michael ^ Porter在他的《竞争策略》一书中建议在制定营销策略之前定义一个行业及其购买行为。他强调了解买方的想法有助于决策者制定成功的销售策略。总部位于得克萨斯州欧文的Matheson Tri-Gas西南和中部地区销售总监Jack Watson表示，特种气体的销售与工业气体和设备的销售不同且更为复杂。 “特种气体和设备的应用很多。对买主所面临的产品技术问题有了更清晰的了解，可以更轻松地根据其长期价值出售产品。”
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