Over the last 8 years, I have thoroughly enjoyed working with sales leaders & their teams to help them unleash their sales potential, engaging with sales teams across a very wide spectrum of industries. The vast majority have their customers best interests at heart.

The one consistent element though through just about every single sales team is the propensity to introduce & talk about their product or service too early in the buyers purchasing cycle. And sales leaders, we are often the biggest culprits (I have both of my hands in the air right now!!)

It is absolutely essential that we believe in our product or service, but we must recognise one very important point – customers do not want your product & they do not want your service. What they want is a solution to either a known problem or a problem that has been identified through having a conversation with you. Can you resist the urge?