We have already established that our objective in each and every business development interaction is to determine if the fit between the client’s need and our expertise is suitable enough to take a next step. This in itself implies the subsequent job of determining and then facilitating that next step. Let’s explore a new model for doing so.

Proper selling can be distilled into three steps, based on the client’s place in the buying cycle. These three steps replace the art of persuasion.

To sell is to:

1. Help the unaware

2. Inspire the interested

3. Reassure those who have formed intent

The first thing we must understand if we are to approach selling properly and respectfully is that the client’s motivation, and by necessity, our role as salesperson, evolves as he progresses through the buying cycle. He moves from unaware of his problem or opportunity, to being interested in considering the opportunity, and finally, to intent on acting on it. As he progresses in this manner, our role must change from one of helping, to inspiring, and ultimately to reassuring.

Buying is Changing

The psychology of buying is the psychology of changing. Selling, therefore, is change management. The very best salespeople are respectful, selective facilitators of change. They help people move forward to solve their problems and capitalize on their opportunities. The rest talk people into things.

The next steps in this model of facilitating change are driven by the client’s need to move forward to solve his problem, not by what we as salespeople have or have not done. The model does not ask, “Have we obtained a meeting?” It doesn’t ask, “Have we presented a proposal?” The focus is on the client and whether or not he has recognized and begun acting on his need.