BI-101 · Module 1

Vendor vs. Advisor

3 min read

Most salespeople walk into a meeting and start with what they sell. "We offer a platform that does X, Y, and Z. Here are our features. Here is our pricing." That is a vendor. The customer hears a pitch. They compare it to the last three pitches they heard. They ask for a discount. Everyone loses.

An advisor walks in differently. "I looked at your annual report. Your customer acquisition cost has been climbing for three quarters while your competitors are trending down. I think I know why, and I have some ideas." That is not a pitch. That is a conversation the customer actually wants to have. The advisor earns attention because they have already demonstrated that they understand the customer's world — not just their own.

Do This

  • Open with what you know about their business, not what you sell
  • Reference specific data points from their public materials
  • Ask questions that show you have already done your homework

Avoid This

  • Lead with your product features or company overview
  • Ask the customer to explain their business from scratch
  • Treat the first meeting as your opportunity to present