Chapter 17
Solution- Versus Consequence-Centered Selling
CHAPTER OVERVIEW
Two Distinct Buyer Types
How to Script a Conversation for Each Type
Exercise 17.1. Create Your Own Script
The Magic Question to Identify Type of Buyer
Remember when everyone sold using features and benefits? Then a trend started where everyone began to use pain to motivate buyers to buy. Now training organizations around the planet take positions as to which approach is better. The good news and the bad news is that everybody was right. Both approaches work, but until now we didn’t know exactly when to sell with pain and when to sell with gain.
The Painful Pieces of Solution Selling
Picture this: You’re twelve years old and you fly into the house after school. “Mom, Dad, ...
