Don't get me wrong! I love being a consultative seller. It's literally a part of my sales DNA. But a few years ago, I discovered that "being consultative" didn't convince decision makers that it was worth their valuable time to meet with me.

To show you what I mean, let me take you into their world and put you center stage as the designated future customer.
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You're busy working at your desk — and have been since 7 a.m. this morning. The phone rings. You glance at the clock and see that it's 2:57 p.m. You can't believe that it's so late already. Your "to do" list is longer now that it was when you started.

What is your organization’s unique value proposition? When all employees in your organization understand the value proposition well enough to articulate it in any situation, they become highly valued members of the sales team and, ultimately, an integral part of the sales culture. Imagine if every individual in your company could articulate your value proposition consistently to any prospect and customer at any moment in time. How would that impact