If you read many sales and marketing books, you'll see a lot of tips about how to influence and persuade buyers to see things your way.
Some sales trainers even argue that you need to take total control over the selling process.
This worries me.
Every transaction has two sides.
For every seller, there is a buyer.
It seems to me that it makes sense for the seller to be interested in what the buyers want, what motivates them and what can stop them buying.
In fact, for many years, I've seen my selling in terms of helping people to buy.