Consultative Selling/Mac Hanan 13-14

15 By prolonging your sales cycle through vending, you sacrifice the contribution your own sale force can make to your profits.

Applying a technology to add value to a customer business is a 180-degree different strategy from adding value to the technology. When you claim that your technology can be an enabler of improved customer profitability, you take on two now responsibilities. First, you must know the customer business well enough to know how to enable it. Second, you must know how much of a contribution you can make to its current values and how soon you can make it.