Chasing deals and working closest to the money have been common practices for decades in selling…and they illustrate what is wrong with the profession. When salespeople chase deals and focus too much on making a buck, the buyer gets lost in the process. It’s little wonder that virtually no one likes to be on the receiving end of a sales pitch.

Stop chasing the money and start chasing mutual ROI (defined as the needs of all parties being met). When done right, the buyer gets what s/he needs (i.e., a product, service or something of value) and the seller gets what s/he needs (i.e., compensation, an account or something of value). Value is transferred to the customer and the salesperson and his or her company are equitably compensated since mutual ROI creates an equitable quid pro quo.

Everyone can win when salespeople go after the right thing.