Earlier this week I was asked to answer the question, "If personal selling could be summed up in one or two words what would those two words be?" and the phrase, "Trusted Facilitation" immediately came to mind. I realize that the phrase "Trusted Facilitation" is not commonly referred to and/or used in the profession of selling so I thought I had better elaborate.
By "Trusted" I meant that the prospective buyer trusts the salesperson enough to allow him/her into his/her mental space where the sales professional and prospective buyer can engage in open, honest two-way communication.
By "Facilitation" I mean the salesperson via communication facilitates or makes easier (See... "The Structure of Magic") the potential customer's progression, when necessary, through a "decision making process". For this facilitation to take place the sales professional must know what the process looks like (recognition, motivation, resolution, etc.), ascertain where the prospective buyer is within the process and facilitate the journey from where that potential buyer is to where he/she wants to be (i.e., need satisfaction).
In my opinion effective selling begins with an understanding of "Trusted Facilitation". If you were under the impression that effective selling was rooted in "Qualify, Present, Close" and/or "Always Be Closing" I encourage you to take a closer look.