ProActive Selling, 2nd Edition

CHAPTER 2

The Buy/Sell Cycle Differences

THERE ARE MAJOR DIFFERENCES between how buyers buy and how salespeople sell (although there are certain similarities as well). You may want to take into consideration these differences before you look at the Buy/Sell process.

The two major differences between the two cycles—buying and selling—are:

1. Feature/Benefit/Value Selling^Tool (used on the Seller’s side only)

2. The Split (occurs on the Buyer’s side only)

Recognizing the need to address The Split early and using the FBV tool properly—and being ProActive in your sales approach—will go a long way in making you a better salesperson.

Feature/Benefit/Value Selling vs. Feature/Benefit Selling

TOOL Feature/Benefit/Value^Tool

One of the main differences ...