It’s One Thing To Believe – Another To Understand

By Tibor Shanto
I have talked a lot on this blog about the need for sales people to get past or over their product.  Yes, your product is important, but in the end, and I am sorry if I am minimizing it for some, just a deliverable nothing more!
It may do great things, open many doors, expose abundant opportunities, but there is no denying, that it is something that is delivered after the terms are agreed to.  It may lead to great things, but in and of itself it is not a great thing, just a product, a thing.  Understanding that is crucial, believing that it delivers value to everyone in the value chain is dangerous.
The problem is too many sales people confuse the deliverable with what the buyer set out to achieve with said deliverable.  I want my bank to be safer, so the Russians can’t get at my money (they