This is not an environment for transactional sales people who rely upon answering RFPs, presenting solutions, and taking orders. Sales people who operate this way, downstream of buyers who care about business goals and economic impacts, do so at great risk to themselves and the companies they represent. In this environment, sales people will survive only by learning how to build and sell value.
Value sellers are consultative. They establish account leadership and competitive differentiation by first understanding the client’s business problems. They pursue upstream buyer relationships by establishing themselves as early emotional favorites with decision-makers who help them avoid RFPs and competitive bids. They cultivate deep client relationships that maximize retention and long-term profitability.