When the Seller is Ready, A Buyer Will Appear!


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One of the cool things about having started my sales career in my teens is now being able to look back upon decades of ups and downs, big and small sales, hits and misses, and miscellaneous windfalls and shortfalls.

What are the enduring truths, the bedrock conclusions that I can offer?

You’ll see some of them distributed across more than a thousand articles and a dozen books that I’ve written, but for now, let me share this take-away with you:

“When the Seller is Ready, A Buyer Will Appear. ”

You’ve heard the kindred expression that this taps into, I’m sure: “When the student is ready, a teacher will appear. ”

Both statements are true. The key here is to understand READINESS, in our case, the readiness to sell someone something.

Most sales training and clever selling models owe their distinctiveness to techniques, little do’s and don’ts that can boost sales. Learning a nifty new close, for example, can give you a spike in results, if only because it is new and we tend to get enthusiastic about anything that promises to deliver an instant edge.

But what I’m speaking of here, READINESS, isn’t technical; it’s psychological or you might even say it’s philosophical. Some would label it metaphysical and mystical, but I don’t care.


A fellow I knew in the recording business had a huge piece of obsolete equipment for which he wanted to get a few bucks instead of paying to have it hauled off as junk. He was in a complete state of READINESS to part with it, at a profit.

He couldn’t find a buyer here in the United States, but he did find one in Mexico, in a matter of mere days. He simply wouldn’t allow for any other possibility except to sell that “pink elephant” at a nifty price; and he did just that.

The opposite of readiness isn’t un-readiness, though I think that term is fine. It is closer to “ambivalence, ” that netherworld of “Maybe I’ll get a sale, and maybe I won’t; but I’ll give it a try, and we’ll just see what happens. ”

In this frame of mind sales don’t happen, at least with the kind of frequency and regularity that a professional requires.

So, instead of blaming buyers for their fence-sitting, examine your own.

And tell yourself this:

When the seller is ready, a buyer will appear!

Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. His seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph. D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a law degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head, ” Gary is a top mind that you'll enjoy working with and putting to use. He can be reached at: gary@customersatisfaction.com .


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