I have often observed that if customers knew what I knew about my products and services, they’d purchase from me.  However, the gap between what I understood and what they felt they needed was huge.  It is incumbent upon the salesperson to bridge that knowledge gap. An excellent technique for bridging this gap is to provide your customer a solution vision using your product.

By creating a unique vision of a solution, you set yourself apart from the crowd and avoid the painful loss of profit margin when confronted by the purchasing department.  Each salesperson often sounds the same; they use the same phrases and fail to create any differentiation.  Without any differentiation, price becomes the default focus.  

It is not just one technique but requires planning and judgment to help your customer clearly understand and visualize your solution within their organization.  Once you can communicate a vision and they grasp it, the sale is won.  It may take months to get the purchase order, but the deal is done once the vision is cast and accepted.  

I once closed a $2.5M opportunity after a 15-minute meeting.  There was no purchase order for nine months, but I won despite entrenched competitors attempting to dethrone my vision.

People have different learning styles, and accordingly, creating that vision is not a one-size-fits-all approach.  These have to be taken into account, as well as their positions, responsibilities, and motivations.  Once you map these out, you can craft an approach to make your solution the one that wins.