Dan Tudor over at Landing the Deal links to an interesting post from a while ago on the selling to big companies blog which talks about a couple of companies who are doing really well by going to their sales meetings totally naked.

"they sat there naked - totally vulnerable - with their prospect staring at them. Waiting. Watching."

They weren't actually without clothes but they were without brochures.

"Without the brochure, they were forced to focus on the prospect's business. They asked questions about how it was going. They explored the challenges and the issues the prospect was concerned about. They discussed the prospect's goals, ideas and expectations.

And, because they were naked, with no brochures to fall back on even if they wanted to, they ended up having totally client-focused conversations.

The prospects loved it. They felt valued and understood. They felt like the reps cared and were concerned."

People are who you buy from and building that trusted relationship is essential to selling effectively.