Becoming Customer Driven To Add More Value With Steve Andersen and Dave Stein

Steve Andersen and Dave Stein join Will Barron on the Salesman Podcast to discuss the ways that the modern B2B sales professional can go beyond the sales process and add real value to their prospects.







Become Customer Driven

The show is kicked off with Steve and Dave explaining how exactly the both define value and the importance of knowing what the customer (not you or your sales manager) values most.

“The way to get it started is to take that time up front, to understand about the customer and their industry, what they’re selling and what their value proposition is to their customer” – Dave Stein

Steve and Dave then share their thoughts on how actively you should lead a customer to a buying decision that you know is best for them even if at first they don’t quite see it.

“The customer is always the customer but the customer is not always right” – Steve Andersen

The show is wrapped up with the guys diving into the paradox of how do you get a meeting to uncover how you can add value without first adding some kind of value to secure the meeting.



Partner: SPARTA

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Guest info:

Steve Andersen is President and Founder of Performance Methods, Inc., a sales and account management best-practices consulting firm, whose clients include industry leaders and many of the world’s top companies. He lives in Alpharetta, Georgia.

Dave Stein is a sales consultant and strategist whose expertise has been featured in Fast Company, Harvard Business Review, The Wall Street Journal, Fortune, and Forbes and an advisor to Sales and Marketing Management magazine. He lives in West Tisbury, Massachusetts.


Show notes:

Book – Beyond the Sales Process: 12 Proven Strategies for a Customer-Driven World



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Will Barron is the founder of Salesman.Red and host of the Salesman Podcast where he entertains hundreds of thousands of millennial salespeople every month. If he isn't recording or editing shows he's racing his RX8 or riding bicycles down mountains.

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