We all go on-line and research regardless if we are buying a low value or a high value item. This means that when we approach sellers in terms of their products or services we probably know all about your products, read the white papers, watched the youtube videos, we know who the competitors are and the prices are.
This does mean that when it comes to buying, generally we don't want to be sold to. In fact it's highly likely going to put me off.
Buyers can be empowered. We want an expert to guide us buy.
So sales people, sorry it's not all about you, because as the buyer, I'm in control.
Selling seems to be something done to buyers rather than for or with them. As an alternative, selling can be redefined: Asking questions to empower buyers to achieve goals or solve problems through the use of a seller’s offering. This definition establishes that buying cycles begin when buyers share goals or problems they’re willing to spend money to achieve or address.