Goal-Based Selling appeals to all levels of your client's organization because every single person you talk to in the selling cycle has individual and departmental goals. Whether it's the CEO, CIO, CTO or purchasing director, they are all measured on their goals and objectives, and if you clearly understand these goals you can provide advice and recommend best practices to help them reach their goals. It goes without saying that many of the solutions you provide may -- or should -- include your products and services.

Analysis

Account executives can provide better value to customers and differentiate themselves from the competition when they convey the message that they are not here to sell a product or service, but that they can help them reach or exceed their goals. For example, when selling into the CIO, who may in turn be reporting to the CFO these days, his or her goal may be the cut costs. Perhaps the CIO was historically concerned about integrating the latest technology with the organizations current configurations. Price was always a concern, but now cutting costs and streamlining processes take center stage.

When you sit with a client and say, "I'm here to understand what your goals are as an organization and an individual, and I'm here to help," you will find yourself in a better position than the commodoties broker. Your client looks good to his or her supervisors, and you are a shining star in a very competitive market.

Conclusion

Every single time GBS will lead to future sales if you help the client attain his or her goals. Surely, for the next set of goals -- which are continually evolving, adjusting and ever-changing -- you will be called upon for your expertise and recommendations.

This is certainly a high-level discussion for Focus; however, the bottom line is: we all want to be rock stars. How great to share that stage with your prize customers? Goal-Based Selling can be overshadowed by botton-lines and day-to-day workloads, but this reminder to get back to basics works across all levels of your client's organization.