Consultative Selling/Mac Hanan 33-34

34 Norms give a consultative seller the vocabulary to speak in business-ese like this:

• Our Norm for average cost of record keeping of purchase orders, inventory reconciliation, and other related transactions in your product category is x dollars. Your cost is three times higher than our norm.
• It take you 3.0 hours to complete a design cycle. Our norm is 1.7. What is the value to you in cost saved and faster revenues for every 30 minutes we can bring you closer to our norm?