Top-tier customer management rarely deals with vendors, and then only under duress. They speak different languages. Vendors speak price and performance; management speaks value and profit. Vendors speak of their competitors; management is concerned about its own competition. Vendors wonder when management will ever buy; management wonders when vendors will ever leave.

Vendors who stand before their customer’s top tier will not do so for long, or do so again soon. For consultative sellers to make a stand, and make it again and again, they must be prepared to speak the language of management, address customer concerns instead of their own, and put their knowledge of the customer’s business to work so that a demonstrable ...

Get Consultative Selling, 8th Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.