3Creating Readiness to Buy: The State of the Moment
If the human side of your job is to create—that is, to bring about, to give rise to, to develop readiness to buy—we’d better understand what it is.
Buying readiness, simply put, is a product of information and investment. We said in Chapter 2 that your responsibilities in the human arena of selling involve providing information and ensuring investment. It’s only fair, then, that the criteria you use to understand someone’s buying readiness involve a subset of those variables.
Prospects’ or customers’ readiness to buy is affected by how informed they are and how invested they are in you as the salesperson, your organization, or the product or service you provide. ...
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