| How does the sales profession become a | | | | are missing what it is to be a professional. If you |
| "profession?" The answer: A global "operative | | | | learn "what" these things are, you can learn how |
| paradigm". This article discusses why it's important | | | | to become more proficient. The more you look, |
| to have an operational paradigm for ALL of sales | | | | the more you will realize that the explanation and |
| as well as it's potential impact to the sales | | | | understanding of "what" it this intersection looks |
| profession. This article is also about sales theory | | | | like doesn't exist for all of sales. The key is to |
| and how to achieve new breakthroughs in the | | | | create this reality yourself and hopefully the |
| profession. | | | | profession will come along and help one day in the |
| What is the new paradigm for professional selling? | | | | future. |
| To answer this question, one must first | | | | The framework of the profession DOES exist in |
| understand that a paradigm is simply a "way at | | | | the work of a few people that have created the |
| looking at the world." | | | | first definition and operational paradigm for |
| The new paradigm for selling entails all sales | | | | professional selling since 1999. They realize that no |
| professionals understanding what this view should | | | | common language = no common understanding |
| look like, no matter what their vertical market of | | | | (find out more at |
| focus. In other words, an "operative paradigm" for | | | | Sure, everyone's own opinion or fact regarding |
| professional selling needs to exist. The reason the | | | | how to exist at the intersection exists, but no |
| operative paradigm must exist stems from the | | | | two people can agree on what this looks like. This |
| fact that sales as a profession must have a | | | | is like two doctors being unable to discuss medical |
| common language, a common understanding of | | | | procedures because nobody took the time to |
| what is important, and a common approach to | | | | create the "Grey's Anatomy Book" explaining |
| creating new "sales knowledge." | | | | what the human body is. Sure, they can spend |
| To create an operative paradigm (a paradigm that | | | | hours going over "how" they do a procedure, but |
| is standardized)all sales professionals must first | | | | without an operational paradigm, the discussion |
| understand "what" selling is, at it pertains to: | | | | wouldn't go far and it sure wouldn't see the test |
| -- finding ourselves at the intersection of many | | | | of time. There would always be a "new and |
| different beliefs, values, emotions, wants, needs, | | | | better way. |
| and personalities (within the human element). For | | | | To begin understanding this intersection, you have |
| example, we will intersect with hundreds of | | | | to begin with the ultimate assumptions about |
| buyers and individuals throughout our career. | | | | professional selling. Can we all agree taht Selling is |
| -- finding ourselves at the intersection of | | | | ultimately: |
| organizations, norms, cultures, systems, and | | | | 1 - Grounded to a buyer(s) |
| visions (within the organizational element). For | | | | 2 - Focused on a transaction |
| example, our organization will intersect with many | | | | 3 - Bound by an ethical responsibility? |
| others throughout our career. | | | | IF we can all agree on these things from all sides |
| -- finding ourselves at the intersection of | | | | of the table we can begin to dissect the sales |
| numerous professions. We exist at the | | | | profession step by step using the system's |
| intersection of Human Resource competencies, | | | | approach. IF the buyer can agree to this, the |
| training and development approaches, purchasing, | | | | marketing and purchasing professions, and even |
| marketing, and consulting. Each profession with | | | | HR , then why can't we gain further |
| their own operational paradigms. | | | | understanding? |
| Yet, we don't yet have a fully embraced | | | | Based on this approach, what if we dissected |
| operational paradigm for the single most important | | | | what a buyer goes through to buy? Further, what |
| profession in the world. The profession that drives | | | | happens if we "synchronize" a universal selling and |
| the global economy -- sales. | | | | marketing model to that process they go through |
| Sales professionals exist at all these intersections | | | | to buy? Because it's focused on a transaction, we |
| as a "boundary spanner" between two companies | | | | would begin to look at economics and capitalism |
| and between two people and between several | | | | and the sales professional's role within. We would |
| professions. This means we are in a very | | | | begin to look at corporate strategy for |
| complicated profession. It also means that we are | | | | competition and link individual sales performance |
| not often understood by many people --including | | | | within this strategy. We would look at the nature |
| our own management. | | | | of solution selling and creating win-win relationships |
| Because salespeople exist between two | | | | and bind it to an ethical code within the context of |
| organizations, we have the ability to "become a | | | | a transaction. And so forth... |
| part" of both of them at the same time. Like | | | | With these assumptions and the systems |
| most in the sales profession, we take this pretty | | | | approach we could begin to build a methodology |
| seriously. Especially when we have to exist within | | | | for gathering more data quantitatively and |
| three different organizations within one day due | | | | qualitatively to build the operational paradigm. |
| to the nature of the work we do (three different | | | | Through professional discussions, focus groups, |
| sales calls in one day.) | | | | interviews, and literature reviews we could solicit |
| All of this means that the intersection of | | | | input into the operational paradigm and build on |
| organizations and individuals also exist within a | | | | this for many years. This is what the United |
| constant state of change. It's hard to keep your | | | | Professional Sales Association has done. |
| footing within the range of human emotions, let | | | | Therefore, the operative paradigm being created |
| alone the range of organziational change and | | | | serves as the starting point for this journey in |
| dynamics. | | | | how I how we can attempt to achieve new |
| Have you ever wondered what this intersection | | | | breakthroughs in the profession. It will also bridge |
| looks like? Have you ever wondered how | | | | the gap to to the actual roles, competencies, and |
| organizations fit together, how individual | | | | outputs of Professional Business-to-Business Sales |
| competency is created, how different functions | | | | Professionals. |
| related to the sales profession fit together, how | | | | If you are interested in helping in this global |
| all the body of knowledge could be framed up into | | | | project, feel free to contact me. It's something |
| an architecture? | | | | that must be done if the sales profession is to |
| WAIT! Don't stop reading! | | | | become a "true profession. |
| If you haven't thought of these questions, you | | | | |