It’s conventional wisdom to sell how a customer wants to buy, but that isn’t always in the customer’s best interest. Many customers have unknowingly self-sabotaged (Dr. Google) their own buying process. It is a trusted advisor’s role to save customers from the consequences of their own actions.
Source: LinkedIn Pulse, February 11, 2020. Link. Here’s the seller’s quandary: When to work effectively within the dysfunction vs. when to lead the customer to a better decision in their own self-interest.
INSIGHTS: The key to success is the ability to acknowledge that Dr. Google’s solution is one option and offering more appropriate options, “and there are others,” without usurping the customer’s authority, “let me share them with you so that you can make a well-informed decision.”