We should always focus on the buyers’ needs and how we can solve them. Guiding the buyers through the decisions and tasks from an authentic perspective will make it more likely to get the deal done. The role of the sales person is to guide the buyer through this process. In the minds of the buyers, sales is not necessary.

Training is not about persuading buyers to buy your products as in general as most people have a persuasion resistance. Nobody want to be sold to! The real role of sales persons is to influence buyers through the buying process. In reality, the buyers are in charge of the selling as they have to sell to internal stakeholders. I think that influence is far more important than persuasion, we only have to tell one story - the customers story. Tell the story of what the future may be like with you in it based on a vision and values.