We’ve changed the way we look at things:
The Customer isn’t buying our product or service, they’re buying what our product/service accomplishes, fixes, or avoids: we call this the Customer’s Concept.
For example, the Customer isn’t looking to “buy a drill,” they’re looking to buy the “hole in the wall” that the drill makes.
And we didn’t buy “Conceptual Selling w/ Greensheets” last week, we bought the ability to move the sales process forward more effectively and efficiently.
We’re able to understand the Customer’s Concept by asking great questions; and once were able to determine what the Customer is looking to accomplish, fix or avoid, we can connect our product/service by sharing Unique Strengths.