Selling Through Your Customer

The only reason that a customer would or even should consider doing business with us is that somehow we enhance their ability to attract and serve their customers.
By Derek Roberts
If you are in sales, you know that feeling of satisfaction (or even elation) you get from closing a sale. It’s motivating and rewarding. However, the allure of “getting the win” can also be a potential trap for some of us. Here is what I mean…
For most of us who sell products or services in the B2B world, the sales transaction that we are focused on winning is typically just a small part of our customer’s overall value chain. In all likelihood, our goods and services are a raw material or enabling component in the production of their ultimate work product. Their focus — and rightly so — is on producing the most effective, efficient and profitable solutions possible in