Published by:
Harvard Business Publishing
Length: 2 pages
Abstract
The evolving wisdom of selling as a long-term engagement rather than manipulation or coercion is supported by four techniques outlined in this article. First, a salesperson must "diagnose the critical issues facing the buyer, and then align himself with the customer on those issues." Second, salespeople need to listen actively to their customers and demonstrate a willingness to go to heroic lengths to ensure the buyer''s satisfaction. A salesperson must exercise her capacity to customize today''s products and services with the help of information technology. This customization includes developing a complete solution and crafting a unique sales pitch to fit the prospective client. Finally, salespeople "must push themselves continually to gain insight into their own and their company''s capabilities as well as their customers'' needs."
About
Abstract
The evolving wisdom of selling as a long-term engagement rather than manipulation or coercion is supported by four techniques outlined in this article. First, a salesperson must "diagnose the critical issues facing the buyer, and then align himself with the customer on those issues." Second, salespeople need to listen actively to their customers and demonstrate a willingness to go to heroic lengths to ensure the buyer''s satisfaction. A salesperson must exercise her capacity to customize today''s products and services with the help of information technology. This customization includes developing a complete solution and crafting a unique sales pitch to fit the prospective client. Finally, salespeople "must push themselves continually to gain insight into their own and their company''s capabilities as well as their customers'' needs."