What Do We Sell and What People Buy???

One of my coachee commented “You buy only those things that can get some job of yours done”.

This, I found, is very relevant to sales. In all value-based selling this concept holds true.

Need Analysis, if done diligently, always signals to a ‘Gap’. This gap is the job that people want your product or service to fulfill. In most of the cases, a sales professional knows what he/she sells. Where he/she misses is the knowledge of what the customer wants to buy.

Eg: A shopkeeper could be selling a pen, but what a student could be buying is a…