Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time

1.2. Next generation selling

The next generation selling approach this book is based around is called ‘I Owe U’. It is a new approach that moves consultative selling to a new dimension – a dimension that the word ‘consultative’ suggests, but that in practice is not always achieved. Second generation consultative selling establishes a similar level of trust between buyer and seller as exists between doctor and patient.

The I Owe U approach demands a 180-degree flip in the buyer–seller relationship. It starts with the premise that rather than the buyer owing the salesperson an order, the salesperson owes the buyer.

Why do they owe the buyer? Because the buyer is investing time in meeting the salesperson. Because the buyer is asked to reveal information ...