Tim, a new sales hire, was having trouble setting appointments. Miguel, his sales manager, wanted to know why.
After just a little one-on-one role-play, one of Tim’s challenges became clear. During his discussions with potential business partners, Tim was focusing almost exclusively on the features of what his company offered: in-house recycling equipment for users of manufacturing-grade solvents.
Having passed his firm’s product training program, Tim was ready, willing, and able to tell potential customers all about the design specs of the recycling units, their power source requirements, and even the details about ordering their replacement parts. What he couldn’t yet do, Miguel realized, was explain why the company’s customers had opted to pay a premium price for the equipment in the first place!