Sales Tip: Keep Focused on Customer Needs

In professional selling, you can lose credibility when you present a capability that the customer doesn’t need. So the simple answer at this step of the buying process is to first discuss the problems your capability solves. If the customer is unconcerned about some types of problems, you can then adjust your sales process to focus on what does matter to them. The result is that you’ll deliver a solution that better matches customer needs.