To get information so I can help them.
To get information so I can pitch my product.
To show them how to align their unique, internal, challenges - such as people, rules, initiates, partners - so they can discover that a solution need to entail for the systems to remain constant.

Leading questions, so buyers will understand better why they need to buy.
Information gathering questions.
Questions based on my knowledge of my product so I can better help the buyer.
Facilitative questions that lead buyers through their own internal decisioning sequences.

As a trusted advisor.
As a facilitator to help them discover how to manage their internal variables.
As a product seller.

I recognize I can't understand the buyer's internal environment so I use my purview as a seller to help them recognize and determine the elements necessary to manage their own systems.
I work hard at understanding exactly how they reach decisions so I can help them.
I spend my time finding out what the client needs so I can position my product appropriately.

It's my job to sell a product and be a trusted advisor.
It's my job to offer great customer service and a good product.
It's my job to lead buyers through their idiosyncratic buying systems so they can figure out for themselves how to design, implement, and manage the disruption that a new purchase creates.
It's my job to sell as much of my product as I can.

They can't discern the difference between my product and another because I haven't found a way to differentiate myself from my competition.
They are very price sensitive and always want the lowest price.
I haven't done a good enough job teaching the buyer the product benefits.

I've done something wrong.
The buyer has made the wrong decision.
The buyer's system has made it difficult for her to manage the variables in a way that will create comfort for the people and systems, making it difficult for her to initiate change.
The competition has come in and underbid me.

The client doesn't really want to buy.
The client is trying to get me to lower the price.
When I haven't done my homework, and the client doesn't understand what the product will do for them.
I haven't created the right Facilitative Questions that would help my buyer align their decision variables, and I'm pitting my product against their internal norms, causing them stress.

Teach my buyer how to discover what's missing from their environment, show them how to fix the problem with current resources, and lead them through all of their systems variables to find their best solution.
Care about my buyer to the point where I don't care whether or not they buy.
Truly point my buyer to the right product, even if it's the competitive product.
Answer the phone on time, respond to problems in a timely way, and give good customer service.

Using conventional selling and am pushing a product that a buyer doesn't recognize they need.
Not positioning my product in such a way that buyers know the difference between my product and the competition.
Not using Buying Facilitation because Buying Facilitation teaches buyers how to understand and manage their buying criteria, and they don't use price as a determinant.

That the buyer is taking a long time to discover and manage all of the company's initiatives and relationships that will be affected when they bring in a new product.
The buyer is looking around at other vendors.
I haven't done my job in introducing my product and teaching my buyer how it will solve their problem.

Enter the buying relationship unattached to the need to sell my product.
Sell my product, make a good commission, and make a customer happy.
Use my role to be a neutral navigator and lead buyers through all of their hidden systems variables in order for them to make a purchasing decision that will not incur chaos.

They are pretty much the same - all are price, product, and relationship oriented, and will lead to similar outcomes if done effectively.
Consultative Sales and Buying Facilitation are more relationship oriented: the sellers job is to find out what the client needs so the seller can use his expertise and professional capacity to help the buyer find a solution.
Buying Facilitation is based on the belief that buyers won't buy until they recognize, manage, and contain all of the variables that will be affected within their culture when they bring in a new product or service. Buying Facilitators understand that buyers cannot buy until they manage their internal variables, no matter how good I am as a seller or an expert.