From the outside in
Let's turn that around, from the outside in. You no longer shine the spotlight on your sales process, but on the customer's buying process. There are many reasons why this approach is much more suited to today's world, with digitisation being the main driver for this development. Buyers no longer need an account manager for their product information, they collect their own input. Online, of course. Today's customers know exactly what's for sale before even talking to your company. They already have all that knowledge in their head when they first meet with one of your account managers. No need to bother with an extensive introduction on your product's specs and features – the customer doesn't really care.
For account managers with a traditional outlook, this means having to change their way of thinking and acting. Not from the inside out, but as mentioned above, from the outside in. The key question here is: how can our company add value? Your customer is experiencing some kind of pain and wants to be helped, and it's up to your account managers to uncover the question behind the question. Why does your customer have this problem, how does it affect them, and what solution would really help them? This requires radically different conversation techniques than rattling off a meticulously prepared presentation. It's about listening, tuning in, and building confidence.