Summary of Why They Buy

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  • Applicable
  • Well Structured
  • Concrete Examples


IT professional David Fuess says the way to remove the pain from selling is to share your positive attitude about your offerings with your prospects so persuasively that – based on their answers to your directed questions – they come to believe that the positive opinion was their own idea. Armed with basic knowledge of human nature and a practical understanding of the author’s method, salespeople can proceed with confidence. Fuess spends a good bit of time here promoting his firm’s B2B services, but his explanation of how to use his method to build your sales is helpful and optimistic.

About the Author

David Fuess is the originator of the Fuess sales system. He is the CEO of Catapult Systems, an IT consulting firm.



To sell to B2B prospects, guide them to think that your positive ideas about your offering are their ideas.

Prospects who buy B2B products and services prefer their own ideas and opinions to those of other people. That’s why B2B salespeople – strangers – who announce that “this is the answer” won’t get anywhere with their offering.

Salespeople’s answers about their products or services aren’t the prospect’s answers. However, if a salesperson can get prospects to think that the salesperson’s idea is actually the prospect’s idea, then the salesperson gains an opportunity to make the sale. 

IT professional David Fuess developed a sales methodology that B2B salespeople can use to persuade prospects that salespeople’s unspoken ideas about their offerings are actually the prospects’ ideas. This methodology relies on your interpersonal skills.

David Fuess’s sales system depends on making customers happy.

In high school and college, consultant David Fuess worked as a waiter. After college, he got into sales. Fuess didn’t like selling, but as a competitive ...

More on this topic

Selling Is Hard. Buying Is Harder
How to Sell in Place
Sell the Way You Buy
How Not to Sell

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