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.