““Traditional sellers think that customers make decisions based on their product, service, or solution differentiators. They get frantic when they lack capabilities that competitors have or when their pricing is too high relative to what else is on the market. Today’s seller knows that their products, services, or solutions are simply tools—nothing more. They know that their customers could care less about buying new software or training their staff. They realize that customers invest in their offering because of the outcome they get. That’s why their focus is on business improvement. These top sellers are fully cognizant that their knowledge and expertise are the reasons that customers want to work with them. Traditional sellers don’t have a clue that top sellers know so much more than they do about the market, operations, processes, competition, business goals and objectives, strategic imperatives, and more.””
