When the numbers aren’t there, the sales guy for the territory or the account tends to get the heat. That's understandable, some sales just don't push it hard enogh. However, in the majority of the cases I get to see, things aren't quite that easy.
In sales management circles there has been a lot of mention for a while now of concepts such as ‘value selling’ or ‘consultative selling’. People say things like “We need to position the value of our solution better” or “For this deal we need a consultative approach." Many sales people get confused by this. In workshops I keep getting questions about what consultative selling actually means, so I decided to write a few sentences to clarify the issue.