I know I may be repeating myself here, but that only shows how important this topic is to me:
There is a moment in a conversation that I love.
The customer begins with a clear statement: “We want product X.”
But after a few questions, everything suddenly changes:
👉 “That is true—actually, it is not about X at all. We want to improve our process.”
For me, this eureka moment is the most rewarding part of systems sales.
Because you realise that we are no longer talking about products; we are talking about genuine solutions.
💡 My experience:
The real value emerges when we move together from the “what” to the “why”.
👉 Do you recognise moments like these, when a project suddenly takes an entirely new direction?