Yes, there are companies who desperately want a product. They have to have it. They can’t do business without it. Their customers demand it. Their competitive advantage depends on it. Their operational effectiveness relies on it. When this happens the sales person representing the product has leverage. It’s a great place to be. Believe it or not, this happens.

Unfortunately, most of the time this isn’t the case. There is little differentiation in our products OR if there is, we suck at conveying it. Our customers don’t want us. They could take us or leave us. When that happens, we need them. We are forced to start the sale from the perspective of us wanting them, not them wanting us. That is no way to sell.

The key, build a product that really is different. That your customer really can’t live without.  Then sell it that way.

There are customers who want their sales people more than their sales people want them and that’s exactly where you want to be.

If you want your customers and they don’t want you you’re in the wrong place.

Product, are you listening?