Consultative Selling, 8th Edition

3HOW TO MERITHIGH MARGINS

For both consultative sellers and their customers, profit is the name of the game. While the game is the same, the role you play in it is very different from that of your customer.

Setting profit objectives is the customer’s business. It cannot be abdicated, nor can the customer delegate it to anyone outside the company. No one who is external to a company can ever know enough about total corporate assets and liabilities—financial, operational, or human—to set business objectives based on them. Besides, your concern with a customer’s business is rarely with all of it. Your concern is concentrated on the application or use of the product and service systems with which you yourself are involved. As a result, your role ...