Selling is only successful with a buyer. That makes the buyer the most important part of the selling process. Everything we do in selling, must match the buyer's buying process.

Selling often has a bad name because of poor sales people. These are the ones that try to sell us something we don't need. There is the stereotypical second-hand car sales person, for instance, trying to sell us a car that either doesn't meet our needs or is sub-standard. This is selling's equivalent of sport's drug takers: they're out to cheat.

In many cases our subconscious rescues us from these poor sales people. We pick up warning signs and things just don't feel right. We walk away. Unfortunately, the experience remains stored in our memory and forms the basis of our generalisations about sales people.

Most sales people don't want to cheat, however: We want to influence with integrity. That means wanting to do what's best for the other person. We can consider this as helping someone to buy rather than selling.

Selling is only successful with a buyer. That makes the buyer the most important part of the selling process. Everything we do in selling, therefore, must match the buyer's buying process.

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