A lot of sellers have a difficult time focusing on their customers or prospective customers. Why? It’s because they are usually trained to focus on one thing and one thing only: the product they are selling. This tends to blind sellers to what really matters. And what really matters is the customer’s business issues.
No matter what you do, and more importantly, no matter what the era, this is a fundamental principle of selling. If you don’t understand who you are selling to and what they want to accomplish, you are simply “pitching product.” In today’s marketplace, this rarely works. With customer needs and company purchasing processes getting increasingly more sophisticated, the pressure is on the seller to focus on the customer FIRST.