The focus changes from how the customer can help us achieve our goals to how we can better help the customer achieve their goals. We should be taking every opportunity to broadcast what our technicians are doing to our customers and prospects alike. It should be a point of differentiation for us. For example, imagine your salesperson promoting the services of your company in a competitive situation. Rather than simply saying what every one of their competitors will say, they can communicate the unique value they bring through the actions of their technicians. The conversation might go something like this:
