Charles Starrett

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Culture consultant & social tech teacher/facilitator at SoulCo & Northeastern University. He/Him. Dad, Harvard and NEC alum, visual thinker, dabbler in ukulele, electronic music, 한국어, and TTRPGs.

Things are bought by people

People are behind every decision to buy. Even if you do business-to-business sales, and even if a company is paying for your product, the decision to buy was made by people. Human beings with human needs, wants, fears, and aspirations.

Of course you want to sell something you can be proud of. A product you can stand behind.

But it’s not all about the specifications and the value you see in your product.

It’s about the person who is deciding to buy it, or not.

What are their needs, wants, fears, and aspiration? What do they believe? (It’s very likely not the same as what you believe.)

To make a sale is to make a connection — human to human. And to do that you need to know as much about the person you are selling to, as you do about what you are selling.

19 May 2022

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