23 In the first sentence, a consultant identifies a customer problem in financial terms--what the problem is costing the customer or what the customer could be earning without the problem. If you mention your product or service, you are vending and not consulting.
In the second sentence, a consultant quantifies a profit improvement solution to the problem. If you mention your product or service, you are vending and not consulting.
In the third sentence, a consultant takes a position as manager of a problem-solving project and accepts single-source responsibility for its performance. In the course of defining the project in terms of contribution to customer profit, you are able to mention products and services for the first time.
Fourth sentence: It will be a proposal of partnership with your customer's managers in applying your system to solve the customer's problem.
A consultant's problem-solving approach to selling requires helping customers improve their profits, not persuading them to purchase products and services.