THE Consultative Selling Edge (Part 4 of 4)

The key factor to bear in mind at all times is to understand how your offering(s) intersects with the executive's priorities. If you can show them a line item in their budget that will be eliminated you will have their ear. By demonstrating a quantifiable effect that your offering will have on the bottom line you stand a chance of being that first company which kick-starts a major enterprise project, leaving your competition to pick in vain at the project managers. Don't sell on their fear but be aware of it. Remember, their dislike of being beaten by the competition to the detriment of their market share and, crucially, their profits, is your opportunity. To reiterate, "decision makers buy because they feel understood, not because they understand!"