Introduces a fresh approach to the art of selling — where the buyer's needs count for more than the seller's
— Introduces the ""Buying-Facilitation"" technique, based on mutual respect, collaboration, trust, honor, and service
— Shows sellers how to find appropriate buyers and weed out inappropriate ones quickly, vastly reducing the sales cycle
— Schematic drawings, case studies, and ""skill sets"" help the reader master the author's sales approach
The traditional sales model involves convincing and coercing buyers into believing they can't live without what sellers have to offer. According to this view, the seller and the product are at the center of the process, and the buyer's interests are marginal: a successful seller is one who can create a ""need"" where none exists.
Selling with Integrity is based on the author's belief that closing the sale is less important than respecting the interests of the buyer. Morgen argues that the seller's primary responsibility is to the buyer. Both are well served by the author's ""Buying-Facilitation"" technique, where service is the goal, discovery is the outcome, and the solution may or may not be a sale.
Buyers "win" by having their needs met. Sellers "win" by getting to work within their value systems and by expediting the decision-making process with appropriate prospective buyers. This frank assessment of the potential buyer's needs involves cooperation rather than confrontation, creating a better overall experience.
Morgen's approach restores to the job of selling the honesty, integrity, and humanity that are missing from traditional sales techniques.
