This is a phenomenal article from Inc. Magazine on why Michael Dell took his company private and completely turned the customer experience on its head.
“So when it comes to sales, we’ve tried to change the conversation from, “Let me show you what I have to sell you” to, “What are you trying to do in your company? What problems can I help you solve?” We’ve foudn that customers are very open. They’ll tell you what’s going on, what’s working and what’s not. They’re looking for help. That kind of conversation not only yeilds good information to help us build a better business, but it builds better relationships.” — Michael Dell, Founder & CEO of Dell Inc. (Quote from Inc. Magazine)