A shift in many sales organizations has occurred in recent years, transforming them from product-oriented companies to customer-focused ones. This change has produced new technology, such as CRM software, and has also expanded the need for sales consulting services to train sales teams to succeed in this new environment.
In product-oriented companies, the product, features, and benefits are king. Sales also tend to be more transactional in nature, and many products become commoditized — with price and customer service being the main differentiators.
In customer-focused companies, the customer’s needs take paramount importance, and sales are geared towards providing solutions as a trusted advisor or partner in the customer’s business. Relationships take precedence over individual transactions in this type of company.
Sales consulting services and their client companies should be focused on the latter approach, as this has shown to be a more effective way to sell business-to-business.
Being focused on your customers rather than your products has several benefits:
Let’s explore how we can work together to transform your sales and customer-feedback functions for better profits. Contact us today to get started.
Kevin Gallagher, Vice President, Information Technology Group Aegis Research Corporation