Traditionally, sales is focused on what you can get from your customer. How many purchases, how much time. But when you start focusing on giving instead of getting, it frees you to start providing real value.
Value can come in lots of forms aside from the product or widget that you’re offering. It comes in the form of expertise, trust, advice, solutions, convenience. And the truth is that people will pay for value much more than they will pay for a commodity because real value exceeds the mere transactional exchange of goods for money. Giving real value allows you to earn respect and sales.