Who’s Selling Whom?

Many people believe that selling is a convincing process. It’s about the seller getting the buyer to see and embrace the value of the item for sale.

But what if we turned that assumption upside-down?

Instead of the seller convincing the buyer, the buyer has to convince the salesperson of their compelling need for the item that’s for sale. In short, get the buyer to sell themselves on the value of the item to be purchased.

What’s in it for you to make the shift?

There are many reasons this opposite approach is beneficial to both parties:

  1. It removes the pressure to convince/cajole/persuade/prove your point of view about the item being sold.
  2. It shifts the “talk” dynamic from 80% seller/20% buyer to the opposite: 80% buyer/20% seller.
  3. It takes the focus off the product and price and puts it on the person – the buyer – where it belongs.
  4. It’s so different from a typical sales call that it registers in the buyer’s mind that this salesperson is trustworthy – because the buyer is doing all the talking and the salesperson isn’t getting in the way!
  5. It’s simply more fun for both parties because the right person is doing the “convincing”.

Be real: Can I convince you of anything? Can anyone convince you of anything? The honest answer is no. We, humans, like to convince ourselves, and we do that with facts that we acknowledge as valid, not others’ opinions or feelings.

Successful salespeople make the sales conversation about the person, not the product or price.

This quote from Sell Like Jesus: 7 Characteristics of Christ for Ethical Sales makes it plain. When we focus on the person, their needs, wants, and desires, both parties win. Likewise, focusing on the product or price means we’ve re-entered the convincing process that alienates and undermines sales success.

Dare to be different. Flip the script on traditional sales. Have fun. Let me know how it goes!


Deb Brown Maher
Deb Brown Maher
Deb is the owner of Deb Brown Sales ( where she lives her passion to help small business owners succeed through improved sales performance. She has over thirty years of experience in all levels of sales leadership, training, and coaching. Her clients boast that she successfully moves them from “stuck” to “productive” by empowering them to change the way they approach sales. She’s leveraged her sales experience to help companies of every size, from start-ups to multinationals. Deb is committed to helping people sell from a position of integrity. Her methods are detailed in her book, Sell Like Jesus: 7 Characteristics of Christ for Ethical Sales which was honored as a finalist in two categories at the “American Book Fest 2020 Book Awards.” A cum laude graduate of Allegheny College, Meadville PA, Deb is a voracious reader who values life-long learning. She especially enjoys learning about sales psychology, sociology, how the brain works, quantum physics, and effective communication strategies. She diligently incorporates what she learns into her ever-evolving training and coaching approach to help people communicate more effectively in any circumstance. Beyond the books she reads, Deb is quick to say that she learns the most from the people she meets, engaging strangers and friends alike in conversations that always leave her enriched. Deb is a devout Christ-follower who enjoys worshiping the Lord with a paint-brush and canvas, painting what the Holy Spirit reveals to her during Christian gatherings ( She is also volunteers doing inner healing prayer and deliverance ministry where she helps people learn to hear the voice of God and develop a deeper relationship with Him.

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