The article discusses the transformation in sales approach from traditional selling to a service-oriented method. The author experienced a period of dry business development, realizing his focus shifted to pushing sales rather than genuinely helping clients. This led to the concept of 'Commission Breath,' a metaphor for aggressive selling that repels customers. Shifting to 'Buying Conversations,' where potential clients feel empowered, helped improve conversion rates and client engagement. The emphasis remains on meeting potential clients on their terms and nurturing authentic connections.
"I learned later I had contracted a bad case of what I like to call 'Commission Breath.' I had unconsciously moved to a place where I was more intent on separating potential clients from their money than actually trying to help them."
"Early on, I was relieved to find a cure for the common cold call in these 'Buying Conversations' with the simple principle: serve - don't sell. I learned how to stop having 'Selling Conversations' and to flip the script to 'Buying Conversations.'"
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