There are many companies that claim to offer products and services your customers need. Yet, all too often the strategy is to battle the competition on capabilities and pricing. Reality is, that succeeding in today’s marketplace is not about price. It’s not even about products. Instead, success means being able to understand the very real, very complex problems that customers face. The right salesperson should be able to collaborate with the customer, stimulate their thinking and create revenue-building solutions that they don’t have the time or the wherewithal to create for themselves.