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The Buyer's Need for Sales
Curating expertise for the Buyer's problem.
The Buyer has a very real need for the Expert Seller to do two types of work for them under the Clearly Superior Alternative Mandate.
First, to deliver a work product which the Buyer cannot deliver themselves; solution expertise curated for the Buyer's problem. And second, to deliver a work product which the Buyer does not have the time or resources to complete themselves. Which again, is solution expertise curated for the Buyer's problem.
This need has nothing to do with having their objections handled, their resistance overcome nor anything to do with being closed, the modus operandi of salespeople under The Sales-centric Lie.
Purpose of Buying
The purpose of buying has almost nothing to do with the actual purchase; that's easy. The Clearly Superior Alternative Mandate says the Buyer has to acquire the Best Solution to the Problem, the Clearly Superior Alternative, to survive the Competitive Cliff.
And before the Buyer can buy the Clearly Superior Alternative, they first have to learn deeply what it is, and why it is the best solution to the problem.
The purpose of buying, therefore, is to learn why a solution is the best solution to the Buyer's problem.
Private, Proprietary and Perishable
The Private, Proprietary and Perishable Information Barrier is a huge challenge for the Buyer to overcome. The Expert Seller has solution expertise which is Private and hidden from the Buyer. It's Proprietary, based on the company expertise and not in the Buyer's language. And it's Perishable; the Buyer may know it today, but it can be updated tomorrow and be obsolete. For the Buyer to gain value from the solution expertise, they need the Expert Seller to make it accessible, understandable and up to date, something they cannot do themselves.
Breaking the Botheration Barrier
Botheration impedes all forward progress of the business, because the cost of learning which is the Clearly Superior Alternative is the Problem's problem which has to be solved first. Breaking this Botheration Barrier is therefore of great interest to the Buyer. The service of the Expert Seller to deliver solution expertise curated for the Buyer's problem, with minimal or no Buyer time and expense involved in doing so effectively Breaks Botheration. This is an extremely valuable service and one the vast majority of salespeople know nothing about.
Buyer's prefer Expert Sellers
Buyers prefer a focused, profit-motivated Professional who, like the Buyer, is interested in finding the best solution to the problem with a minimum of Botheration. They are in contrast with Subject Matter Experts who may be more inclined to view the problem from technical fascination, and who may be more prone to introduce expertise which is NOT curated for the Buyer’s specific BUSINESS problem, for this particular Buyer at this point in time.
Bonded Human Accountability
Bonded Human Accountability exists when the Buyer has the reasonable assurance that they can hold the Expert Seller accountable for the accuracy and value of the information delivered, and that a human Expert Seller is answerable to their own employer, to their industry and to the law; that their own reputation and that of their company are vital assets; and so the Expert Seller is bound to act to preserve their own self interests by sharing expertise with the Buyer which is accurate, truthful and curated for this Buyer’s specific requirements.
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