Human reaction, to any situation traverses the physical,the conscious and the sub conscious levels before, during and/or just after its expression. Start -end points may vary. secondly, 'need redressal inertia- there is a need, but I can live in contentment without addressing that need' or 'needlessness' or 'desireless' , these are sellers first and worst enemies. thirdly, there is this buying cycle, Situational-change> need manifestation> option consideration> perceived need redressal> trusting that perception>value consideration-affordability, value for money etc>make a buying decision> pay and buy (My version of buying cycle or buying process). In transactional sell-buy situations, the buying process is mostly compressed or seemingly non existent, hence a simple trick or tact will seem to have won your day, but there are other considerable part of the sell-buy process that has either been left to chance or has triggered the entire sell -buy process without ones deliberation-in the case of the old man and the orange, only establishing cost advantage was not all that their tact was able to achieve. It triggered the entire Sell-buy process. In Consultative selling, where stakes are higher, you have to diligently match/align every part of your selling cycle to the corresponding buying cycle. This is driven by articulate questioning, Processing the received information , therefore accurately mapping the client situation and therefore aligning your solution to be in the best position to address that situation. Mind games or marketing tricks can get you some brownies here and there, but if you want to create consistent win-win-sell-buy situations, understanding and executing Sell-buy process is not only critical but ethical too. Create happy buying experiences-happy selling!