As professionals in today's highly competitive market, we must change our thinking. According to Inc.com, exceptional sales professionals do not think like typical sales people, nor do they see themselves as people whom "sell." Rather, they see themselves as business professionals who diagnose and solve business problems. This is what sets them apart from the pack.
A salesperson should no more make a presentation to every prospect than a physician should prescribe medication or surgery for every patient. Presenting a solution before you've thoroughly defined the problem would be like discussing the details of surgery before diagnosing the disease and before the patient recognizes they are at risk and want to do something about it.
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The Sales Paradox: Stop Selling to Sell
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