The reason you want the lowest price is because you believe it makes selling easy. If you can take price out of the equation, then you eliminate one of your buyer’s primary considerations. This doesn’t help your buyer get the outcome they need. It’s all about you. It’s all about making your job easier.
The reason you want the very best product is because you want the product to do the work for you. You want an overwhelming list of features and benefits that eliminate any competition so that you don’t have to do the work of building value yourself. This isn’t about what your buyer wants or needs. It’s about what you want or what you need.
The reason you want to work for a big, well-recognized brand is because you believe that the brand will do most of the heavy lifting for you when it comes to selling. It isn’t about the value that you can create; you could create value working for a scrappy start-up. It isn’t about the value your company can create. It’s about making selling easier.
You love lead generation, demand generation, and marketing qualified leads because, in your mind, it eliminates the need for you to build relationships and open new opportunities. You believe that you are better in front of clients once they’ve agreed to discussing their challenges with you. But the most difficult part of selling is helping your clients understand why they need to change.
The reason you want prospective clients to give you an RFP is because it eliminates the process where you build new relationships and create new opportunities. It takes you right to the point where you get to talk about your product or service and where you get to share your price. You believe this makes selling easier because you skip the hard parts of the sales process.
You are better off studying, practicing, and learning to sell than you are trying to make selling easy.