Selling for the Peace Builder

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The sales process for a peace builder in the market is tangled with impressions, ideas, concepts, and intuitions the peace builder has in their head about every sales film, sales call, and selling situation they’ve ever encountered. 

To close in the open market, where noise and multiple messages reign, the peace builder must get comfortable with establishing their value in the market early. The struggle for the savvy peace builder is how to find clients who will pay (marketing) and then how to “close” them ethically (sales).

Salesmanship is relational in nature. In order to “sell” peace, the peace builder must champion peace. This requires a changing in the thinking of the peace builder around the sales process. The second step after marketing then becomes, not the “ask,” but the process of building a fulcrum to demonstrate value, and leveraging that fulcrum to grow the revenues of relationship, trust, and money.

One way for the peace builder to sell ethically is to build a fulcrum (from Seth Godin and his book Free Prize Inside) and become a champion of peace. Through such a process, the peace builder becomes the “free prize” inside the value added to the client.

The steps in building a sales fulcrum involve:

Determine if the customer you’re selling to as a peace builder thinks the work of building peace is worth doing.

Determine if the customer you’re selling to as a peace builder thinks that you are the person to build that peace.

Determine if the customer you’re selling to as a peace builder believes that the outcomes of work of building peace provide an added benefit to them, their organization, or their lives.

These steps are hard for the peace builder, because they are based in assumptions, ideas, and a worldview that is unproveable, unknowable, and unquantifiable, until after the work of building peace is already in progress—or already completed.

This is why building the fulcrum should be front and center of any peace builder’s sales process. Many peace builders get caught up in the easy part (creating the product (i.e. early, mid, or late stage intervention) that the client in conflict can use); or get focused on talking about the unpleasant part (entering structures (i.e. families, companies, schools) from the outside w/no leverage or trust to build a fulcrum); while avoiding the hard part (building a fulcrum in spite of rejection, hopelessness, or the inability to close clients).

All peace building, from negotiation to mediation and every intervention at every stage in between, is built on needing other people to act. 

When you need other people, you must leverage them. 

What they think matters. 

What they think about you matters.

What they think about peace and peace building matters.

Questions or feedback about this?  Write to me at or connect with me via Twitter @Sorrells79 or check out my Facebook Business page and leave a comment there, or message me on LinkedIn.

By Jesan Sorrell


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