Consultative Selling/Mac Hanan 29-30

30 Business traditionally focus on moving tons, barrels, cases and carloads. When they become consultative sellers, they move the deltas--the difference between the improvement they can contribute to a customer's costs or revenues and their current amounts.

If a customer's current cost of carrying inventory is $2.5 million a year and a PIP proposes to reduce it to $2.0 million, the consultative seller's product is the delta of $.5 million in savings. If a customer's current sales are $10 million and a PIP proposes to increase them to $15 million, the seller's product is the delta of $5 million of new revenues.