Stop Selling, Start Guiding

Once upon a time, you sold to one person.

You found the buyer, made your pitch, closed the deal.

But that was then.

Today, it’s a committee.

Each person with their own fears, priorities, and veto power.

The CEO cares about ROI.

The operations manager worries about integration.

The end user? They just want to make their day easier.

Try pitching the same way to all of them, and you’ll fail.

That’s not selling. That’s ignoring.

Selling Shoes to a Crowd

Imagine that shoe store again.

This time, the customer didn’t come alone.

They brought their whole family.

The dad wants to know if the shoes are worth the price.

The mom wants to know if they’re durable enough for the kids.

The teenager wants them to be trendy.

The little one? They just want them to be easy to put on.

And you? You’re pitching the same thing to all of them: “They’re on sale!”

No one’s listening. Because you’re not listening.

Facilitate, Don’t Sell

The best sellers today? They’re not sellers at all.

They’re guides.

They figure out what the dad values most—ROI.

They show the mom how the shoes will last for years—durability.

They help the teenager pick the trendiest pair—style.

And for the little one, they prove the shoes are as easy to wear as slippers.

Each step feels natural, obvious, inevitable.

That’s not selling. That’s facilitating.

How to Facilitate Buying

Speak Their Language

Each person on the buying committee cares about different things.

The key is to understand what they value and show them how your solution meets that need.

Focus on Value, Not Cost

Price isn’t the problem—value is.

A dad doesn’t mind paying more for shoes that won’t wear out in a month.

Make It Seamless

Buying should feel effortless.

Every moment of friction—confusion, hesitation, overwhelm—is a reason for them to walk away.

Trust Wins Every Time

When you stop selling and start guiding, something amazing happens.

People trust you.

And trust doesn’t just close one sale—it opens the door to many more.

Because when customers feel good about their decisions, they come back.

Again and again.

That’s how you build a family business that lasts.