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Relationships are still important, but the lone wolf sales approach of the past won't work in today's environment. In fact, there should be multiple layers of relationships between your customer's firm and yours, not just one. What's the difference today? The relationship is just the ante to play in the world of professional sales. Once we've established those relationships, we must manage them well to provide maximum value to our customers.
Jeff Gitomer coined the phrase at a recent convention: 'It's not about what you are selling, it's about what the customer is buying.'
In reality, the customer is not buying your product, he is buying fulfillment for a need. Salespeople need to diagnose customers' business needs and create solutions that help improve customers' ...