In case no one has told you, the old way of selling is dead. Problem is people are still using the old way and, even worse, “experts” are still teaching the old way.
Of course I realize all of you are the most innovative and creative salespeople on the planet. None of you ever resort to old-world sales tactics and none of you ever need a sale at the end of the month. Of course I realize all of you blow away your monthly sales number by the second week in the month. And of course I realize anything I say in this particular writing will only be a confirmation of how great you are.
Now that we have that out of the way, let’s begin a realistic look at your approach to sales, your strategy of selling and the tactics you’re using in order to gain a sale, build a relationship and earn a referral.
Before I get to the new way, I am going to give you some of the elements of the old way so you can:
• Determine whether you are old or new.
• Determine whether you are progressive or regressive.
• Determine whether you are endearing your customers, or disappointing them.
• Determine whether you are attracting prospects or repelling them.
• Determine whether this will be a great year for you, or yet another mediocre year of both frustration and lack of earnings.
Let me give you the partial list of the old-world elements – that although are not quite dead, are dying by the day and becoming irrelevant to the sales process – and even though you may be doing some of them, I promise that sales are a greater struggle for you and you’re seeking answers that may not be provided by your leadership, predominantly because they still believe the old way works.
• Cold calling.
• Getting past the gatekeeper.
• Getting your phone call returned.
• Getting your email read.
• Finding the pain.
• Preparing your “pitch.”
• Using a standard PowerPoint or Keynote slide deck provided by marketing.
• Trying to “type” the buyer.
• Trying to qualify the buyer.
• Overcoming the objection.
• Trying to “go around” a lower level person to get to the “real decision maker.”
• Fighting “price.”
• Closing the sale.
• Asking for a referral immediately after making a sale.
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