From time to time, we all get approached by people representing their business to us. We call it ‘sales’ and it is essential to all commerce. I know what I do, when hit with a new product or business opportunity. However, what I hadn't really considered, was that of course my potential customers do exactly the same thing. Whether you are head of marketing or a small business owner, take a walk through the decision process of a new customer and review their steps that lead to the moments you have to win . . .