Reframing the Concept of Selling

Earlier in the book, we articulated our desire to reframe the concept of selling as helping a buyer achieve a goal, solve a problem, or satisfy a need. This definition applies to the buyer-seller relationship. At a higher level, we believe that the Sequence of Events approach empowers our clients to extend this philosophy to a company-to-company perspective. Negotiating the steps in the buying cycle enables all committee members (the prospect organization) and all members of the selling organization to be on board with the stated objective of determining if the offerings can satisfy the overall needs of the prospect. As soon as this doesn’t appear to be possible, either party can opt out of expending further resources.