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Agent to Agent: Comparison/Contrast Selling and Buyer Facilitation

What’s the difference between a buyer facilitation process and selling?...
March 13, 2013

What’s the difference between a buyer facilitation process and selling? Buyer facilitation occurs when we help our prospects discover why they should do business with us. Selling is telling them why they should do business with us. The difference may appear subtle, but the two approaches couldn’t be more different, and facilitation is much more professional and powerful than selling.

The buyer facilitation process reflects natural laws that apply to all people:

  1. nothing is better or worse except by comparison
  2. the best idea anyone ever heard of was their own
  3. people love to buy and hate to be sold


These natural laws are universal and are without exception. When we adhere to these laws, our role as agents becomes facilitative and consultative. We help prospects buy from us by giving them clear choices based on comparisons that help them conclude they would be better served by doing business with us.

Read the rest of this article by David Connolly of iQ Consulting here:
Comparison/Contrast Selling and Buyer Facilitation

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