What is the essence of selling? It depends on who you ask. Some will tell you it's to convince a customer to buy your stuff as quickly as possible, others will tell you it's about determining a customer's needs and matching them up with your solutions. There are many answers.

Let's examine the essence of selling with an equation.

The essence of selling is to move someone or a group of people from their current state X to a desired state Y.

Isn't that what you are trying to do with your customers?

Take them from their current state X (not buying from you) to a desired state Y (buying from you) This X - Y shift is the foundation of all behavior change and sales is an example of a behavior change. Customers have numerous choices and you want to increase the chance they choose you.