When most salespeople lose a sale, they say it's the buyer. Others say it's because they haven't worked hard enough, or they don't know the problem or prospect well enough. Still others say it's the price, or the branding.
But it's none of the above. Your product is great, your price is right, the buyer isn't stupid and you are a fine sales person.
The problem is the model itself. Sales as it was devised centuries ago - was originally meant for sellers to personally offer unavailable information in hopes that a buyer would find the information relevant to a need, and then make the purchase. And, other than adding some far more sophisticated techniques over the ages, the model hasn't changed: it continues to be a problem resolution model based on placing a product.
But the model is broken. And there has been nothing to replace it. Until now.
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