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Salespeople Need to Think of Themselves as Providers, Not Partners. Here’s Why.

In a typical commercial transaction, the buyer controls the money, which means they own the power in the relationship. Salespeople have tried to improve their leverage by using the word “partner” instead of customer or client. In doing so, some reps have forgotten they still have the weaker hand in the exchanges between buyers and sellers.

Here’s a simple fact: If you’re not a partner in the firm and haven’t signed an official partnership agreement, you’re not a partner. And if you don’t ACT like a partner, it’s insulting to the buyer to call yourself one.

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