In the past several years there’s been a bit of a gold rush around the term “insight selling.” Research from a variety of sources, including RAIN Group, has confirmed a simple fact: buyers buy from sellers who are sources of ideas. So now everyone’s doing it. This isn’t necessarily a new concept. The whole industry of management consulting has been in the business of selling ideas for more than 100 years. The rest of the industries, however, have recently jumped on the bandwagon. The idea of insight selling goes like this: sellers provide insight into how a business can be successful—they can give the ideas away for free—and they can bank on buyers buying their widget in the process. It turns out this works. It is, however, easier said than done.

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