Consultative Selling/Mac Hanan 8-9

9 The conversion of price into investment prepares a consultative seller to propose giving money to a customer rather than taking it away.

 

The conversion of technical performances into financial performance defines the subject matter of sales consultation: improving customers' profitability so that their competitive advantage is enhanced.

 

The conversion of product-line sales management into profit-project portfolio management enables consultative sellers to integrate their mission with the customer operating managers who must become their partners.