As a seller, if I permit my potential customer to make sense of what I am selling 'in their own words' then they begin to buy which replaces my need to sell.
The obvious benefit of this is that they buy more, more regularly, recommend our products and/or services and rarely complain.
But the added and most significant benefit is that I, as a seller am involved in the process too. I know why the customer is buying from us and of course why they are not buying from us.
My employer can adapt the products, process of sale and/or services which means that I am involved in 'double loop feedback' making the whole procedure as satisfactory for everyone involved as possible.
Customers enjoy buying, employers make more profit and sellers are emotionally engaged in a sustainable process.
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