As a sales professional I think that we should always focus on the buyers needs and how we can solve them. How we can guide the buyers through the decision making process, and if we authentically succeed in this task, we will more than likely close the deal.

Recently, I wrote about how HR hire sales persons, perhaps HR would be better served by writing sales job descriptions from the buyers’ perspective. No one wants to be sold to, everyone wants to be guided through the process - therefore, sales persons do not need to be hunters, closers or extroverts.

I think the buying experience is the most crucial function as in the mind of so many buyers, sales is not necessary. The role of the sales person is to guide the buyer through this process:
1. Identify the needs.
2. Explore the potential solutions for the needs.
3. Define the requirements.
4. Select the potential suppliers.
Remember, influence always wins over persuasion.