Do you know why your customers buy your products? It is not because of the features and benefits that you offer. Companies buy for 3 reasons: 1) to grow or protect revenue 2) to reduce or control expenses and 3) to reduce risk - risk related to their people, company stability, financial, market share, reputation/brand, etc.

Effective sales reps tie what they offer in terms of products and services to business outcomes. From the buyer's perspective, the business outcomes should have a direct or indirect impact of revenue, expenses or risk. If you are not having these type of discussions with your buyer, then you are offering your products and services from your perspective, not the buyer's perspective.

To be successful, tie your products and services to their goals, pain points and the buyer's desired outcomes. You will increase your sales and reduce your selling time.

It's that simple but not that easy. That is why there is a huge difference in people's commission checks. Professional sales reps learn and practice their business acumen before they go on a sales call. Non-professionals, i.e. ordinary sales reps, just wing it and do product presentations and then end up selling on price. These reps are convinced that everyone buys on price.