What is the primary role of the professional salesperson? Win more business! How is that done? By getting prospects to change their buying behavior. Great salespeople know selling is a disruptive process.
Let’s look at a typical buying process for a manufacturing business. The production line needs raw material to make the product. The buyer’s responsibility is to get the raw material delivered on time. Once the buyer has invested time into selecting a supplier who continues to meet the demand, he can relax and move on to some other task. As long as production doesn’t complain the buyer is happy….