Mark Osborne argues that selling is really about guiding buyers through change. Buyers weigh value against risk, and the salesperson's job is to prove the value is worth it, lower the perceived risk, and align the solution with what executives actually care about.
It's a really astute way of looking at it. I mean, ultimately sales is about helping someone understand the value. And as they're understanding the value, they're evaluating the risk. Yeah. And so there's a really interesting equation of risk and value. And if there's high value and low risk or, you know, or value exceeds risk, then people are often willing to make a change. And so much of it is just like shepherding through that change management to figure out those things and how to, you know, make those things happen. Then as you get bigger and bigger deals, you start getting into executive priorities and you start getting into like, even though there's low risk and high value, there's other things that have higher value and, you know, whatever degree of risk associated with it. So we're gonna prioritize that. So there again, change management and executive priority management comes into play. But regardless, yeah, your job as a salesperson is to help shepherd positive change.
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