CHAPTER 3
Balancing Selling and Buying
This is not a trick question: Are you selling, or is your customer buying?
The answer is both. On every deal that you work, both a sales cycle and buying cycle(s) are occurring. Understanding the balance between the two is essential for every seller.
Let’s start at the beginning. What is buying? Buying is simply an organized search by a prospect for the specific information she needs to make an informed purchase decision to buy the right product(s) to fit her needs. The customer gathers that information in the form of answers to the questions she asks you. How a seller conveys that information to the prospect will be the difference between getting an order and losing a customer.
So buying, like selling (see ...
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