Suppose you want to bring a product or service to the attention of your accounts. Your list of accounts includes Gall & Gall. You would like the Gall & Gall around the corner to use your product or service, but the Gall & Gall around the corner does not make the decisions. These are not made locally but by the central organisation of Ahold, to which Gall & Gall belongs.
If we look at the group structure, we see that Ahold has 1406 organisations in the Benelux, 1220 of which have a telephone number. At the main location in Zaandam, 49 companies are registered with the same telephone number, but they only have one doorbell. So you don’t want to speak to Mrs Janssen 30 times with the same pitch.
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