I had a fascinating experience in a training session with one of our clients this week.

These were field salespeople selling technical products and services to--and managing relationships with--customers in the oil business.  Most were experienced and trained in sales at the "school of hard knocks," with a dash of sales training sprinkled throughout their career.  There were also some new salespeople--young, bright, barely shaved in comparison.

IDC recently surveyed some 300 buyers. Question: Which of the following is the #1 thing sales reps can do to improve the value of the relationship between the buyer and the vendor they represent?