Clients will more likely buy from you if they feel heard and understood. Sue Barrett, CEO of Barrett Consulting Group, says it’s incumbent on leaders to ensure their sales teams learn to develop long-term relationships with clients. As the world becomes more complex and products become commoditised, buyers are not just looking for solutions, she says, but looking beyond that. And so, it’s worth embracing value-based selling, which could involve any number of things including, risk-mitigation, return on investment, security of supply chains, or new market opportunities. Modern sales teams to succeed need to think beyond short-term transactions and strive develop lasting, meaningful, collaborative solutions to their clients.