Tips from a Sales Trainer – Part 2 – Understanding your customer’s problems

What's your problem, here's the solution

Understanding your customer’s problems requires you to not focus on your product or service.

Typical sales training has a focus around understanding your product or service, what it does, how many bells and whistles it has as well as how to position it with a client with the assumed expectation that they will salivate uncontrollably as the slickly honed patter is trotted out by the sales person.