Presenting your solution collaboratively might be the easiest part of the Facilitate step. But at some point in facilitating your solution, it’s time to talk cost. And often this is when the conversation becomes uncomfortable. Why? I believe it is uncomfortable for sellers if:

  1. They personally don’t see the value justification of what they are offering for the cost.
  2. The buyer has not articulated that they see value in the solution—yet.
  3. Budgets haven’t been discussed, so the seller has assumptions about what the buyer is willing or able to pay.

Working through WIIFT sequentially eliminates these barriers to a productive and value-filled discussion of the costs. Place your cost discussion after you’ve ...

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