Any sales person has to develop value propositions (VP) customized for different customer officials. One cannot have a single proposition for all the executives. This means that you need one VP for purchase, one for HR, one for the decision maker, etc.
You need to make intelligent guesses about the objectives/ priorities of each customer executive, their problems and then create intital value propositions. While you are with them you spend time to verify their objectives, needs and problems and then create offers matching these.
HR, please note, is only a supporting function. HR processes are meant to support other business functions and as such involvement of other executives from line functions cannot be ruled out. Hence, one needs to have value propositions meant for other key executives, such as the business unit head.
However I agree with you that we may perhaps need to create HR specific insights so that selling organizations are able to effectively deal with HR people who were hitherto consigned to menial tasks and supporting roles.
5th February 2007 From India , Delhi