Selling vs. inviting
Seth Godin – Selling vs. inviting:
"The salesperson's job: Help people overcome their fear so they can commit to something they'll end up glad they invested in.
The goal of a marketer ought to be to make it so easy to be a salesperson, you're merely an inviter. The new marketing is largely about this – creating a scenario where you don't even need salespeople. (Until you do.)"