How well do your people share a succinct version of the sales story to position themselves as customer-issue-focused expert problem solvers before launching into probing questions? Are team members armed with insightful probing questions that not only help them learn more about the customer’s situation, but also demonstrate your company’s familiarity with the kinds of issues likely on the mind of the customer? Is every person on your sales team clear that discovery must precede presentation, and do they know how to respond when a customer insists that they start with a capabilities overview?
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