Too often salespeople prefer to talk up the wonders of their terrific solutions before diligently assessing a customer’s unique circumstances. Great salespeople instead approach a problem with the mind-set of a physician, methodically probing and analyzing symptoms before arriving at a diagnosis. This takes time and hard work. But by working with the customer and determining the nature and extent of the pain, they more often find a mutually agreeable plan to heal whatever it is that hurts.
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