| A question that surfaces in the sales training | | | | (self-interest and decisions) professional selling |
| community every so often is whether or not | | | | often becomes much easier to understand. As a |
| traditional sales training has been rendered | | | | side note, a key distinction to remember is that |
| ineffective by changes in technology, economy, | | | | not everyone who sells is engaged in professional |
| etc. | | | | selling. |
| Without an agreement on what is meant by | | | | Self-Interest: It is quite apparent that people are |
| "traditional sales training" and "ineffective" any | | | | most receptive when they believe you have what |
| discussion on the matter is likely to have a high | | | | they want or can help them get what they want. |
| probability of misunderstanding especially among | | | | This is classic self-interest (WIIFM?). A common |
| participants who are not familiar with each other's | | | | complaint I see among salespeople is that they |
| communication patterns. So, for the sake of this | | | | cannot seem to grab the attention or hold the |
| discussion "traditional sales training" will mean "a | | | | interest of the prospective buyer they call on. |
| specific practice of long standing" and "ineffective" | | | | How can this example be applied to your own |
| will mean "not having the desired effect". With | | | | sales practice? As the saying goes, "Find out what |
| that being said, let us frame this discussion in the | | | | people want and help them get it". |
| context of "fundamentals" which we will conclude | | | | Decisions: If you think about it everything in life is |
| to mean "basic components of effective selling". | | | | a decision (Do you want to do this or that?) and |
| Hopefully after reading the meanings we are | | | | thankfully we have freedom of choice. In the |
| assigning to those words and/or phrases you will | | | | context of buying the two (2) key decisions a |
| immediately see the rub (i.e. fundamentals being | | | | prospective buyer must face are "Will I Buy?" |
| ineffective). | | | | (aka Buying Decision) and "What Will I Buy?" (aka |
| In all fairness, times do change and much of what | | | | Purchase Decision). The length of time it takes the |
| is fashionable at one point of time is outdated or | | | | prospective buyer to progress through these key |
| no longer valid at a different point in time. Certain | | | | decisions is known as the "Buying Cycle". How |
| aspects of traditional sales training, which are | | | | does this apply to your own sales practice? If you |
| specific to the era, industry, etc., are not exempt | | | | don't know the difference and/or how to facilitate |
| from this. However, sales is a people business and | | | | the prospective client's progress through these |
| generally speaking people have not changed much | | | | decision processes you limit your own |
| through the years when it comes to self-interest | | | | performance by essentially sending the |
| or decisions so the fundamentals of selling are as | | | | prospective buyers away to figure it out on their |
| valid today as they have been for much of the | | | | own. |
| past. | | | | In conclusion... the fundamentals of selling have not |
| The basic components of effective selling are | | | | changed in recent times and traditional sales |
| "self-interest" and "decisions". Lucky for us | | | | training offers those engaged in professional selling |
| traditional sales training provides us with long | | | | long standing sales practices that have withstood |
| standing sales practices that have been calibrated | | | | the test of time. If your own sales practice is not |
| against these two (2) components and proven | | | | providing you with the outcome you desire then it |
| effective through the years by countless | | | | might be time to look further into traditional sales |
| numbers of people engaged in professional selling. | | | | training and the fundamentals of selling. |
| When viewed through these perceptual filters | | | | |