Both of the models need to be viewed from the bottom up.
In the Pull model, we spend a lot of our time planning. Then, using the research we have done and the questions we have planned, we ask the customer to tell us about them and their needs, wants and desires.
Once we know what they want, it is relatively easy to present them a solution matching their exact requirements. If we do that well, then they are highly likely to say ‘Yes’ I want that. They have done the buying/selling to them self.
At that point, the only thing left to uncover is if they are willing to pay for the item or solution.
In the Push model, our only plan is to sell what we have. For instance, imagine a market trader with 20 tea sets to sell – Their only ‘plan’ is to sell all 20 and go home.
She has no interest in the people walking past her stall unless they show interest in what she is selling. When someone stops to look, she goes in to presentation mode and makes a little theatre to entertain the potential buyer, mostly involving discussing the price;
Market Trader: Do you know, I was selling these sets for £30.00 last week, but the weather has been so good this week, I am in a fantastic mood, so today I am happy if you give me £20.00
Customer: Hmm… They caught my eye as I thought my Aunty Mary may like them, but I don’t really want to spend £20.00 on her birthday.
Market Trader: Tell you what; As you came over here with a smile on your face, if you put £15.00 cash in my hand right now, I’ll let you take them for your Aunty Mary…
…and so the price continues to come down, because that’s the only ‘tool’ the market trader has to negotiate with.
Naturally, with hundreds of passers-by, a market trader will ultimately sell what’s on her stall that day, but it’s hard work and tomorrow she has to start all over again.