In order to bring value to the customer, focus on what the customer is trying to accomplish, not what you are trying to accomplish.
Instead of selling, help the customer achieve their ends-and remember, sometimes the customer may not know how what they want to do will fit in with what you are offering them.
If you can find a way to legitimately connect what the customer is trying to accomplish to what you sell – and here I mean without a stretch, passing the red face test – then you have a chance to bring real value to the customer. If on the other hand, you cannot legitimately help solve the customer’s problem with your product, then help them solve it with another viable solution.
The way successful sales people create Zen-like selling is through a thought out series of questions that help lead to a fundamental insight for the seller and, perhaps more importantly, for the customer. This insight and understanding about what the customer really wants to accomplish may be beyond what the customer initially understood.
And, if you are really sharp, this insight experienced by the customer brings value – and a sale.
When customers achieve an insight through interacting with you, they more fully understand the value you bring to them is value beyond the product and sale.