You may have the perfect product for your customer or you may not, but you can always win by  focusing on your customer's needs. Billy Widner, Director of Sales at IRIO (Formerly), shares his insights on taking the right approach to developing a relationship with your customers. Only by understanding and addressing their needs can you develop trust and create a lifelong customer – even if that means sacrificing a deal in the short term because it doesn't address their needs.

Guest: Billy Widner (https://linkedin.com/in/billywidner)

Host: Kevin Micalizzi (https://linkedin.com/in/kevinmic)

Related resources:

• Getting Customers to Value What You Value - the Relationship https://sforce.co/2AZohio
• Start with the Heart: 4 Tips for Increasing Empathy and Winning More Sales https://sforce.co/2L1S7r5
• Not Getting the Customer Relationships You Want? You May Be Asking the Wrong Questions. https://sforce.co/2u25mQo