People love to buy, but they hate being sold to. The ultimate paradox is our biggest challenge and biggest opportunity.
It applies to consumers and it applies to the B2B space as well. People either want to buy or they don't. And when they don't, perhaps we should stop selling and focus on building the relationship. However when they want to buy, we're no longer selling to them, but rather helping them get closer to making that purchase.
Simple huh? Paradox resolved.
What do you think?
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