Test yourself.  How many passes does the team in white make?

Too many times the salesperson shows up to a sales call and “tells, tells, tells” about their products and services, focused on making sure that the customer knows how great they are… never focusing on the exact needs of the customer. As salespeople, we’re so intent on communicating the features & benefits of our products that we fail to ever recognize the pain of the moon-walking bear getting in the way of our customer’s operations.

Ask questions to understand your customer’s pain. Seek first to understand; then be understood.

Once we accomplish that, we’ll be better able to help our customer kick that moon-walking bear out of the game. Ultimately, that’s what we’re there to do: provide a product or service that improves your customer’s business.