The emphasis in sales and marketing today is on determining customer needs and then selecting or configuring custom-fitted solutions to satisfy these needs. Therefore, an important function of the salesperson is product selection, also often referred to as “product configuration.” Product recommendations in complex sales generally involve writing a detailed product proposal. The salesperson must choose the product or service that can provide maximum satisfaction. When making this decision, the salesperson must be aware of all product options, including those offered by the competition.

Salespeople who have the ability to conduct an effective, value-added needs analysis achieve the status of trusted adviser. Mary Langston, personal shopper at Nordstrom’s Michigan Avenue store in Chicago, helps customers update their wardrobes. When asked what her days are like, she says, “It starts and ends with being a good listener.” She promises her customers that she will never let them walk out of the store with clothing that does not look right.9