In my psychology degree I was taught that there are three types of information about a situation. They are:

  • Context – Big picture stuff
  • Content – the nuts and bolts of what is going on
  • Meaning – the meaning of what is going on.

In counseling, it doesn’t matter what you do with the content if you don’t understand the context (e.g. If you want to stop someone gambling no intervention will work until you change the context of the patient hanging out with gamblers all day).

It is the same in sales. It doesn’t matter what content you sell if you don’t understand the context that the buyer is in.

Understand the buyer’s context first, then give the content. That will help you understand their meaning.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”, ​Due out May 2016. To find out more and register for pre-release information click here