Buying is Changing

The psychology of buying is the psychology of change. Selling, therefore, is change management. The very best salespeople are respectful, selective facilitators of change. They help people move forward to solve their problems and capitalize on their opportunities. The rest talk people into things. The next steps in this model of facilitating change are driven by the client’s need to move forward to solve his problem, not by what we as salespeople have or have not done. The model does not ask, “Have we obtained a meeting?” It doesn’t ask, “Have we presented a proposal?” The focus is on the client and whether or not he has recognized and begun acting on his need.

Enns, Blair. A Win Without Pitching Manifesto (Kindle Locations 385-386). RockBench Publishing Corp.

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