A radical change has occurred in selling that significantly changes the role of the sales person. In past years, the product was the real value that was perceived and received by the customer. With the rapid advances in technology that have affected product design, production and quality standards, more products are becoming more similar. The product space between competitive products is becoming increasingly smaller and smaller. The differentiating factor between products is also becoming increasingly smaller.
Major orders can literally hinge on minor differences.
Most sales people are trained to follow the sales track style of selling. They present their product, answer objections, push for the close. They focus is on themselves and their ability to make the sale. To the sales person, the sale ends when the purchase has been made. To the customer, the process has only begun.