Selling is one of those professions in which the gauge of success is assumed obvious. Selling more product is a sure way for a salesperson to get recognition and financial reward. It’s no surprise then that an industry has arisen around teaching salespeople to sell more effectively. If salespeople or sales managers are looking for sales education, then it’s easy to get it. There are an abundance sales gurus ready to teach their own spins on selling, with a plethora of books, videos, programs and systems to back them up. But only a few have come up with the ground breaking thinking that reshapes the way people sell – they can be counted on the fingers on one hand.
I see one flaw in most sales training. The focus is on getting things right in the selling experience in a single opportunity. How to listen? How to ask questions? Making sure they are the right questions. Sure, this is important – direct conversation with the customer is the essence of selling. But a salesperson has more than one opportunity to sell. They can have a large number of ongoing deals that a vying for their time – I know cases where a salesperson had over one hundred open sales opportunities. That has to present a huge challenge for resource management especially in creating as much time for direct customer interface as possible.