One obvious purpose of selling is to persuade buyers to buy what you are selling. Most people have no trouble agreeing to that proposition. Yet the harder you try to get people to do what you want them to do, the more likely they are to push back, resist, and generally behave contrarily.
Put those two statements together, and we can easily see selling as an ongoing struggle to get people to do what we want without making them feel that we are trying to get them to do what we want. Selling has at its heart a struggle to reconcile these two truths. You want to sell. They don’t want to be sold.
When two truths collide, one tends to lose, or they both tend to get watered down. But the way out is not to give up one goal (to sell) or the other (to not cause the feeling of being sold); it is to fully recognize both and transcend the apparent paradox.
Charles Green shares that it can be done. Here’s how.