Three Levels of Commercial Selling !

It  just grabbed my attention during my extensive experience with IBM in Saudi  Arabia and industry leaders like Saudi Aramco, that there are three levels of  "selling" that are needed to make the sales happen

1. Technical-Level Selling:  usually done by "technology guys" and focusing on the functionality, features and usage of the thing to be sold.  The target customers for this level of selling would be usually end-users, technical support people and operations people who would be involved somehow in dealing with the technology aspects of the product/system/solution/service to be sold to the customer.
   
2. Business-Level Selling:  usually done by "sales guys" focusing on pricing, financial and contractual aspects which serve as basis for acquisition of the subject product/service/system to be sold.  The target customers for this level of selling are usually "purchasing" , "contracting", "procurement" or similar functions. The focus would be on price, total cost of ownership, discounts, warranty, and other relevant things.
   
3. Political-Level Selling"  usually done by "executives" at the highest level within the two organizations.  The focus here may on "politics" internal and external, organizations partnership and long-term relations.  

Successful selling is required to cover all three levels in order to click. The entry/trigger point could be at any of these three levels and must move on to cover the other two before a deal can be concluded successfully.