We’ve all heard the cliché: "He’s playing chess while everyone else is playing checkers." It’s a metaphor for foresight and strategy, but in the world of modern business, it’s becoming something deeper. It’s the difference between seeing a person and seeing a transaction.
The sad reality is that everyone is selling something. We
are all participants in an economy where making a living is the baseline
requirement for survival. Yet, as humans, we possess an innate radar for
"the pitch." We can feel when we are being managed, processed, or
funnelled.
So, how do we remove the "core element" - the
transaction, from what we do?
The Cost vs. Service Paradox
When you meet a professional, they generally lean into one
of two camps:
- The
Cost-Centric: They focus on the price, the discount, or the
"deal." They are playing checkers, looking for the quickest path
to the end of the board.
- The
Service-Centric: They focus on the outcome, the impact, and the
long-term fit. They are playing chess, looking at how this move affects
the game ten turns from now.
We instinctively prefer the latter. Why? Because the person
focusing on the service isn't trying to sell you a product, they are trying to
provide a solution. When the focus is on the service, the cost becomes a
secondary detail, a necessary fuel for the engine of value. When the focus is
on the cost, the service often feels like an afterthought.
Being Seen vs. Being Processed
The newest marketing methods are built on
"reassurance." They tell you that your goals aren't hard, that the
process isn't complicated, and that you can achieve success with a single
click. While meant to be comforting, this often feels like another layer of the
transaction. It’s a script designed to lower your guard.
What we truly crave is to be seen. To be seen as a
person with a 10-year plan, a specific set of anxieties, and a unique vision
for the future. In fields like real estate or high-level consulting, the
"non-sale" happens the moment the professional stops looking at the
commission and starts looking at the human being.
How to Remove the Transactional Core
You cannot remove the need to make a living, but you can
change the sequence of the relationship. To move from a salesperson to a
practitioner, consider these three shifts:
- Valuing
Reputation Over Commission: The person who is truly "not trying
to sell you something" is the one who is willing to tell you not
to buy. Advocacy is the ultimate form of the non-sale.
- Education
as the Primary Product: Whether you are navigating the complexities of
a property market in Harare or the technical specs of a high-end vehicle,
the goal should be to make the client an expert. When you teach, you
aren't selling; you're empowering.
- The
Subject vs. The Object: In a transaction, the client is an
"object" to be moved. In a partnership, the client is the
"subject" - the protagonist of the story. Your job isn't to be
the hero; it's to be the guide.
The Long Game
In the end, the person who isn't "trying to sell you
something" is usually the one who ends up selling the most. By removing
the pressure of the transaction and replacing it with the weight of service,
they build something far more valuable than a one-time fee: trust.
In a world full of checkers players hunting for the next
jump, the chess player knows that the best move is the one that keeps the
partner at the table for years to come.
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