You won’t know which tactics to stop

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No polite interrogations: Remember, discovery calls are conversations! Don’t show up and bombard your customer with your questions.Modern buyers are blessed with unprecedented levels of information and choice. That means when it comes to poor experiences with sub-par salespeople, complacency has given way to natural selection. Refusing to answer their phones, respond to emails, or subject themselves to slick, self-serving pitches, modern buyers have become more empowered, skeptical, and peer-driven than ever before. With a low tolerance for traditional sales tactics, they have also become more difficult than ever to connect with.

The good news is, this shift in buying behavior has forced sellers to redouble their efforts to learn. To seek out new tactics. To embrace the science and art of this great profession and adopt the progressive approach needed to connect with modern buyers. But studying the art and science of sales simply isn’t enough.

In many ways, the pervasive sharing of sales tactics in books, blogs, and podcasts has given rise to a concept I call the “unconscious seller”. That is a seller who uses all manner of sales tactics but doesn’t fundamentally understand the reason why they work or don’t.

That’s because most sellers don’t stop to consider guatemala telegram data the delicate balance of science and art that gives rise to the outcome they experience in their customer interactions. And what’s worse, most don’t even realize they should. That’s a problem because mastering the art or the science isn’t the biggest opportunity for growth of both the seller and the sales profession. It’s the why.

For example, did the tactic work because of what they said to the buyer? The tone and body language with which they said it? Because they delivered it in person versus over the phone? Because of their company’s position on a key social issue? Because of a negative experience, the buyer had with their main competitor the day before? Was the buyer desperate to buy the first solution they came across? Or was their customer simply in a happy and accommodating mood because it was her birthday? The more we inspect our sales outcomes by asking why the better we’ll understand the balance of science and art needed to connect our buyers in a variety of situations.



Here are three big reasons why, as a salesperson, you need to focus on the why more than the science and art: