Separating needs from Solutions

You'll be amazed at how taking one step back will leave you two steps forward.

Whenever you find yourself offering a solution to a customer, ask yourself what the need is that led to this solution. You'll be amazed at how taking one step back will leave you two steps forward.

In the early 1980's, Citibank was one of the first major financial organizations to attempt the creation of a unique sales culture. The Consumer Banking Group interviewed many of the largest sales training companies, but -- to the surprise of many -- hired a young, small, and virtually unknown firm to lead the charge.

When the decision-maker was asked why she chose that firm, her answer was simple: "Of all the firms we interviewed, they did the best job of demonstrating that they understood our needs. And if that's what we want to teach our people, lets go with people who practice what they preach."

ACTION POINT: Approach some sales calls as if you were "selling without a product." This forces you to focus strictly on the customer -- a productive habit to get into.