The Assistant Buyer

I often suggest to salespeople that they get away from what I call the “Hat Syndrome”. This occurs when I see myself with a “Sales Hat” on my head, and I see my prospect wearing their own “Buyer’s Hat”. As soon as my perspective is about our roles, it diminishes my ability to see this relationship as between two people. I launch into my sales role, and I expect my prospect to act like a typical customer.

The entire notion speaks to the concept of an adversarial relationship, which we know of course is counter-productive to our purpose. Instead, I rather like the idea that I can come alongside my prospect with a partnership mentality. I can see myself as the “Assistant Buyer.”

This mindset relies upon the concept of having a shared sense of purpose. The customer has a goal – a dream – and I am committed to making that dream come true. When I see myself as an Assistant Buyer it changes my behavior. I concentrate more on thinking how they think. I anticipate their needs. I get them more involved in the emotional side of the experience.

When I see myself as an Assistant Buyer….I change their world!