Field Work

Face-to-Face Approach: Erie Materials hasn't had much success with buyer surveys, so it relies on its 35 outside sales reps to learn what customers want, Erie president Chris Neumann says.

Dual Approach: The Wolf Organization employs lots of formal research to learn what its customers want, but that work is complemented by the many field visits that company CEO Tom Wolf makes. Solicitations of dealer comments helped prompt Wolf to launch a line of classic cabinets.

Solicitations of dealer comments helped prompt Wolf to launch a line of classic cabinets.

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