The field of sales has remained static for centuries. Sure, we’ve been noticing that a buyer has needs and ways that they buy for about 20 years, starting with Linda Richardson and consultative sales. But even the current sales thinking – even when it includes the thinking about how customers buy that I began introducing into the market about 15 years ago – is still heavily based on the seller. The seller knowing how the buyer buys. The seller finding ways to approach the buyer and the marketing and the message. The seller’s ideas that the buyer needs to understand. The seller having the identity, the product, the niche, and the benefit.

But none of this matters at the front end of the equation. NONE of it. If the buyer can’t figure out how to recognize, align, and manage the internal criteria that has created and maintained their status quo, and know what to do with it so change can happen, the seller doesn’t have a job.
As sellers, we’ve suffered for centuries trying to get in where we know buyers need us. And sellers still continue the same journey. What is it? Is it arrogance? Stubbornnes? Stupidity? Craziness? There is a wholly new model out there that gives sellers the skills to teach buyers how to buy. Ok. It’s my model. But I find it so odd that folks would continue using old models with a proven 93% track record of failure rather than learn something new.
I just got an email touting yet another sales model that helps sellers sell. I continue to be surprised, and saddened. I long for the time when sellers truly want to help buyers make buying decsions. Fingers crossed it will be in my lifetime.
-Sharon Drew

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