Selling in which ...

• sales person becomes a "consultant" to customer, adding value by helping customer make a buying decision by developing and exploring options (as opposed to selling product)
• sales person becomes customer-focused partner, helping customer convert implied needs into concrete, stated needs, which can be met by the seller with the mutually agreed upon "best fit" solution
• product features/benefits are discussed later rather than sooner in the dialog and only as value-based answers to customer-documented need
• objections are prevented rather than overcome by relating value of proposed solution to problem/need in real ROI or other opportunity terms
• the goal of closing "quotas" is less important than development of the customer relationship and redefining the sales process (including the length of the sales cycle) to one of helping the customer do what he needs rather than what the sales person wants or needs