Explore the Customer’s “Hidden Dialogue”

Outward conversations express only part of what the stakeholders discuss behind closed doors. Effective sales professionals seek inclusion in these conversations. They do so by becoming an active participant in the problem-solving process.

They focus less on product features and more on understanding the customer’s take on the challenge or goal at hand. Earning access to the hidden dialogue means rising to the status of a trusted advisor by sharing insights that draw on their previous experience.