Slow Down, Sell Faster!, 2nd Edition

CHAPTER 4

The Student

Use Knowledge to Gain an Edge

Today, your ability to add value by serving in a consultative role is key to your sales success. To do this you must understand your customers and their environment, and how your product and services can fit into that context. Here is a story that demonstrates how the knowledge you gain from studying your customers can serve as the basis for identifying customer needs that you are uniquely qualified to address.

Lou is a salesperson for a supply chain management company that maintains more than 28 million square feet of dry and temperature-controlled warehouse space throughout a network of about 120 distribution hubs worldwide. Lou contacts companies in the consumer products, electronics, food ...