For many salespeople this assertion might sound a bit like jumping off a bridge to save your life. The most successful salespeople will tell you, however, that they have been doing this for a long time. They push solutions, not products, and recommend alternative solutions if they’re better for the prospect’s situation, because they know in the long run this kind of advocacy builds trust – and trust leads to sales.

While many companies have moved successfully to problem-oriented selling, that strategy no longer is enough. Salespeople must go beyond problem-oriented selling and become willing to talk about their competitors’ products openly and fairly. The best way to do this is to have the courage to gain an understanding of a prospect’s problem and then give them a full, honest comparison of the real alternatives that can solve that problem. If your solution honestly is the strongest and best fit, great. If it falls short you need to go back to your product development people and explain where your product falls short so they can make the product stronger. Building customers’ trust is key to this approach, which will result in far more sales in the long-term than simply pushing your own products.

The foundation for the shift to advocacy is the Internet, which has enabled an unprecedented increase in customer power. With in-depth information about your company and products and your competitors’ companies and products, including third-party information and ratings, is only a few clicks away. Advocacy is the most effective strategy for dealing with this rise in customer power. If a company advocates for its prospects they will reciprocate with their trust, loyalty and purchases. They will advocate for you now and in the future. Salespeople can then command higher prices for products and services because many more customers will be willing to pay for the extra trusted value and the superior products offered.

Trust also means customers will buy more from you and will tell others about you. In the long run, it all adds up to sales growth and a thriving business in the age of customer power.