Of course, you could compete on price, on quality, on service. But in today’s competitive market, you have to move up the value chain. You have to become a trusted partner. 

What’s the key to building that relationship, so critical for long-term success? 

You have to connect to your customer’s dream.  

As a super successful Salesman said to me: 

“When you start off in business, you go to meetings and present the features. And then, when you get good, you go into the meeting and pitch the benefits. But when you get really good, you go into the meeting and you connect with their dream. 

To become a trusted partner, you have to connect with your customer’s dream. 

So, when you finally get that C-Suite meeting, that big opportunity you worked so hard to get, don’t begin by showing your PowerPoint about your organizational chart, geographical presence, or all your products. You’re not trying to establish your credibility. If you weren’t credible, you wouldn’t be at the meeting. 

You have to begin by exploring what’s important to them – you can call it their pain point, their vision, or their mission.  

But to truly become a trusted partner, you must help them achieve their dream.  

If you want to get really good at connecting to that dream, let’s talk: