7.1. Different levels of conversation

If you are selling widgets to a procurement department then the thinking skills we discuss below will have relatively little immediate benefit. However the higher up the buyer food chain you are trying to sell and the more complex the offering you are selling, the more important these skills become.

Let’s try an example to explain the concept. If you walked into the bathroom and noticed that, as usual, one of the taps was dripping, what would your mental reaction be? The reaction to this situation indicates the level of thinking you naturally fall into. Which of the following is closest to your reaction?

  • Level 1 – I need to turn the tap tighter.

  • Level 2 – We must put new washers in the taps in this bathroom. ...

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