CHAPTER 6

The Architect

Design Customer-Focused Solutions

Early in my career I stopped by the radiology department of a medium-sized hospital. From the receptionist, I learned that the department was using outdated dictation equipment. A few days later, I sent the chairperson of the department an appointment letter. After several attempts to reach him by phone, I was finally successful in speaking with him and scheduling an appointment.

Having been trained in a traditional four-step sales approach (Approach / Needs / Present / Close), I began the sales call with comfortable conversation, which was successful in building trust. I then began questioning my prospect about his needs. During this portion of the call, I helped him recognize a serious ...

Get Slow Down, Sell Faster!, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.