The SALES PROCESS is (or should be) the bridge that transports the enquirer from curious to convinced, from “just browsing” to “just buying”.
It needs to achieve this by providing the enquirer with the opportunity to enjoy a personal experience with the product/service and with the person who represents it – the salesperson. Because once they’ve done that, once they have developed a personal interest/commitment/connection, it becomes difficult not to desire it and not to buy it.
But the sales process is NOT about selling to people!
It’s about creating the circumstances BEFORE the sale that make the sale easier