Introduction
Years ago I was selling an office equipment solution to the CEO of a 100-person company. I was selling to him the way I had been taught: I established comfortable conversation while building trust, asked questions to diagnose his needs, then presented my solution as an answer to his needs. Everything appeared to be going along as planned. Suddenly he leaned forward and asked, “Aren’t you going to close me now?”
Why is it that customers know more about selling techniques than most salespeople know about buying behavior? That’s not right. An understanding of buying is where selling should start. We need to redefine “selling” to mean helping people buy.
What might “helping people buy” actually mean? The HR Chally Group, founded in 1973 ...
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