Wanting something does not mean deciding.
A reflection on the difference between desire to buy and the decision to act.
Insights
Keep looking.
Market[SELL]ing™ is not a collection of final answers. It is also a way of asking questions about selling, buying, desire, resistance and decision-making.
Why this space?
A living body of thought must be allowed to evolve.
Some Market[SELL]ing™ ideas are already structured. Others emerge from real situations, conversations, contradictions or behaviours that deserve closer observation.
This is where the model can be tested, extended, refined and challenged.
Topics
What we will be looking at.
01
Desire to buy
How it appears, grows, hesitates or disappears.
02
Resistance
Why strong desire can coexist with no decision.
03
The tipping point
What suddenly makes a decision possible or urgent.
04
Proof
What makes a promise believable rather than merely visible.
05
Silos
What marketing, sales, product and experience produce together.
06
Decision
What happens before the visible moment when someone says yes or no.
Articles
Looking at decisions differently.
These insights begin with a question, an observation or a real situation. They share one purpose: to better understand what makes a buying decision move forward, hesitate or retreat.
Why selling too soon can prevent a purchase
What if trying too hard to convince someone sometimes prevents them from building their own decision? A reflection on choice, desire to buy and the space left to the person deciding.
When customers no longer buy a product, but a reason to choose it
When products look alike, preference is no longer built solely into the offer. It can emerge from the way customers make sense of their choice.
The desire to buy does not end with the purchase order
A customer who has bought is still a customer who decides. An invoice, a delivery or an incident can already change their desire to choose the company again.
A trade show is not won at the booth
The booth is only one moment. Preference can begin before the event, take shape during the conversation and become stronger afterwards.
Why “I need to think about it” is not always bad news.
What some forms of hesitation can reveal about desire, resistance and the actual state of a decision.
Marketing was right. Sales was right too. And the customer still did not buy.
When several functions succeed separately without creating a coherent buying experience.
This space will grow progressively. The topics announced here may still evolve: they indicate the questions currently being explored.
Start with the foundations