SKILL


How to Collaborate and Co-Create with Customers


LAIN EHMANN


The sales rep as trusted advisor is a concept that’s as dead as the dodo, it seems. Today’s customers expect that, if you want to elevate yourself above commodity status, you need to co-create and engage in “collaborative selling.”


8 | JULY 2016 SELLING POWER © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


Cynics might regard collaborative sales as the same old consultative selling song, but collaborative selling can require a more hands-on ap- proach. Instead of serving as a guru on high – offering insight and opin- ions when called upon – collaborative salespeople get in the trenches with their customers to solve problems and create solutions – and even products.


SERGEY NIVENS / SHUTTERSTOCK.COM


Tips on working together with clients


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