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With 150 emails and 30 voicemails a day, and 60-80-hour workweeks thanks to corporate reorganizations, buyers are so busy today that to survive they have learned that they can't do it all.

Consequently, buyers now often stick with the status quo—even when it hurts the company.

Logic doesn't help

Product pitches, value propositions, and logical arguments do not convince a buyer in denial to change. In fact, to protect the status quo and survive, the buyer needs you to be wrong.

Even if the seller makes a brilliant logical case for an offering, the buyer's counterarguments to protect the status quo will always win—because the final judge is in the buyer's head.

Most important, the problem the seller is trying to help the buyer overcome isn't a logical problem; it's an identity problem. So, using logic is like throwing a drowning man a fire extinguisher. It doesn't work, it's the wrong tool.

Move buyer from critic to participant

So what does work? Provide your salesperson the right message to deliver via mini-stories that help the buyer make a discovery: that the status quo is no longer acceptable.

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image of Michael Harris

Michael Harris is CXO of Insight Demand, a sales-training company that helps sellers take the shortest path to more revenue—through the power of storytelling. He is also author of Insight Selling.

LinkedIn: Michael Harris