THE SELLING / BUYING DYNAMIC

In the last post I mentioned that there are two aspects of selling—there is the presenting an offer facet (what we call selling) and there is the acceptance of the offer (what the buyer does when she buys). And while these sound like two very different things, they are part of a singular activity. This has far-reaching implications. It means that you cannot sell unless someone buys. It means that if there is not someone who wants (or needs) to buy, there can be no sale. It means your job is not to sell, but to discover if there’s a need or desire.

Selling-and-buying then are part of the one and self-same thing. This means you need to know as much about buying as you do about selling. This elicits a lot of questions: What do you know about buying? What do you buy and why? How do you go about buying a big ticket item? What process do you go through? What convinces you that making a particular purchase is a good idea and will serve you well?