There is a very common way to lose a deal you might have won had you avoided the tendency to talk about yourself, your company, your clients, and your solution. We call this the legacy approach. In Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative, you will find an exercise that has you walking into your client’s conference and spending 20 minutes with them without mentioning your company, your clients, your solution, or any question to elicit their pain point or hot button. One mention of the banned topics, and your client will feel you have wasted their time.
