Sales Training Article: Differentiate yourself from your competitors
By Gary Walker, Co-founder of CustomerCentric Selling®

"What's your timeline?" "Do you have a budget?" "Do you have the power to buy?" These are all typical questions asked by what we refer to as 'traditional' sales people. But let me ask you, whose needs are they processing when they ask those questions - the customer's or their own? More importantly, which needs are customers interested in discussing - theirs or the sales person's? What opinions do customers draw about sales people who are more interested in satisfying their own needs, than those of their customer?

If you genuinely want to be viewed as a resource to your customer, someone who understands their business and brings value to the relationship, you are going to have to converse and understand what goals your customer is trying to achieve, understand the obstacles preventing them from achieving their goals, and help develop a solution that includes your offering. You have to focus on the customer's needs.

CustomerCentric Selling® isn't about "techniques to get as much of your money as possible". It's about helping your customers use your offerings to: achieve a goal, solve a problem, and/or satisfy a need. Customers want to buy from individuals who understand their business and are capable of helping them. You can begin to differentiate yourself from your competitors early in the sales cycle by how you sell, not just by what you sell. Buyers will place value on you, your offerings and the company you represent.