'Matching' is the new 'Selling'

When an organisation embraces the concept of, and effectively implements performance predictors, selling becomes irrelevant.

Selling is associated with the concepts of convincing, influencing, asserting and persuading (sceptics may also add manipulating and deceiving to this list).

With performance predictors shining bright, the people within the organisation become experts, solution-providers, value-creators and trusted advisers (regardless of their position). The performance predictors are continuously 'selling in advance' for the organisation.

This 2.38 minute video makes the point perfectly: http://www.youtube.com/watch?v=EZS9ECoDnWg.

What was once selling, may be replaced with matching, only in the instance where the prospective customer isn't sure if they 'fit' the organisation. Additionally, where the prospective customer knows they fit, no matching will be required.

No longer will the organisation be pushing products onto prospective customers with a passing interest. Instead, prospective customers will be trying to gain approval to be served by the organisation.