Customers Need More Than Products

The best salespeople see a sale as a consultation, not a transaction. They find ways to benefit the customer beyond what the product offers. Here are three ways you can be more valuable to your potential clients:

• Help clients see issues they hadn’t considered. Don’t start by lecturing a customer about the problems you see in her business. Lead a conversation, prompt her to explore deeper issues, and then offer thoughtful diagnoses as the discussion progresses.

• Point out opportunities they’ve missed. If you can identify them, help your customer see untapped possibilities – markets, technologies, trends – that will allow his business to grow.

• Refer them elsewhere, when necessary. Not every client needs what you’re offering. When that happens, connect them with people who can help think through a complex issue or point them to another vendor who has what they need.

Today’s Management Tip was adapted from “Would Customers Pay for Your Sales Calls?” by Scott Edinger.