For every action, there is an equal and opposite reaction.

– Sir Isaac Newton

A fundamental question in selling is not why people sell, but why people buy.

It is well known that people buy for their own reasons—not for the seller's. In fact, their motivation to buy may have very little to do with the reasons why the seller thinks they should buy. When it comes down to it, people buy something to meet their needs, or resolve the problems they are facing. According to Neil Rackham, author of SPIN Selling, people decide to buy when, "the pain of the problem and desire for a solution have been built to the point where they are greater than the cost of the solution."

A good rainmaker can help clients come to that realization. But it doesn't happen as easily as you might think. Most people learn the basics of conducting needs analysis, customizing solutions, and linking benefits to pain in their Sales 101 class. However, once they are out in the real world, they forget to bring these classroom lessons to life, and somehow their competence, composure, and confidence evaporates. Faced with self-induced, pressure-filled selling situations, they confuse telling with selling.

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