How You Sell is More Important Than What You Sell

Joining Andy for the roundtable discussion today are Richard Harrison, Founder of the Harris Consulting Group, Mark Cox, Founder of In the Funnel Sales Coaching and host of The Selling Well Podcast, and Matt Dixon, Wall Street Journal best selling co author of The Challenger Sale, The Effortless Experience, The Challenger Customer, and his new book, The Jolt Effect. 
They begin by discussing some of the best ways to offer value to clients,, the role of technology in enhancing sales, the challenge of being constantly pitched by vendors and the lack of interest in product details, and they propose a "common sense revolution in sales," where the focus is on improving clients' businesses. They challenge both traditional sales training methods, and current compensation structures, and argue that ROI is more crucial than simply offering a cheaper price. 
The group turns its focus to the essential skill of asking open-ended questions, which can separate the best sellers from the rest,  the significance of listening and truly understanding the client's pain points in their specific context, how to earn the right to ask questions, and being one step ahead and adaptable to shifting buyer behavior.