The Guide Selling System™

The Guide Archetype - A modern and needed approach to sales.

May 31, 2023

There is more disruption and chaos today than ever before. Uncertainty, propaganda, and information fill our feeds and lives. Governments and large institutions violated our trust. Trust has declined everywhere. Even in the US, we now know our government legalized propaganda against the citizens. We can be fed propaganda without recourse, so it is no wonder buyers are skittish and wary.


The sales profession has not done a lot to improve trust. Most people's first thoughts when you say "salesperson" are unfavorable. And most of all generations in the workforce prefer to self-select their solutions. As much as I want to believe that is due to a renewed sense of personal autonomy, it is due to our profession falling short. And yet, many polished professionals choose to work with salespeople daily.


"To sell well is to convince someone else to part with resources-not to deprive that person, but to leave him better off in the end."

Daniel Pink


Sales are a series of conversations between two or more people about a situation or problem. The talks start with establishing rapport and credibility. A greeting. Answering the question, "Do I want to have more conversations with you?" Can you help me better understand the problem or situation?


If yes, the conversation moves to understanding the situation or problem completely. The issues' who, what, where, when, and why as it stands today. And clarity on where the prospect wants to go in the future. Both sides need agreement on the current situation and future destination. Once there is understanding, the conversation moves to impact.


What is the impact of staying in the current situation, weighted against where you want to go? What are the opportunity costs? What other impacts are there? Technical? Psychological? Financial? There are many costs and benefits; these must be discussed. This step is where the proposed solution is discussed and agreed upon.


The following conversation is about making the solution reality in the organization. How does a decision get made? Again, the who, what, where, when, and why around the decision.


Finally, the client has chosen to work with you; it is time to deliver above and beyond for the client. To take them someplace better than where they were.


A guide shows up with credibility and humility. A guide aims to deliver clients safely and effectively to their desired destination. A guide maintains expertise and skills so they can better serve their clients. The archetype is better aligned for a successful outcome, especially if the project is complex.


Curious to learn more? Let's talk.