Joe, a tech wizard invents a new widget - which will revolutionise the manufacturing sector.
He forms a company around it.
The queue he was expecting around the block - when he officially launched - did not appear.
So, to get the ball rolling he starts selling.
He knows the value of what he has to offer.
He prospects for days on end.
But no-one seems that interested.
They either seem nonplussed about feature X or just don't get excited about benefit Y.
He can't understand it.
His passion is not contagious.
Perhaps sales is not for him.
He's more on the technical side...he's the visionary.
So, he hires a couple of sales guys.
He passionately lectures them all about the features & benefits of this new widget during their induction.
He needs them to get on board with the company mission & his level of commitment to the product.
He gives them the script - all about the product - and expects 100 calls a day minimum...in addition to getting the word out via email & LI.
Push Push Push.
Product Product Product.
Over the following few months, the results are not good.
The company is hemorrhaging cash in a major way.
"I thought these guys could sell!"...Joe rants to his wife.
The company runs itself into the ground.
9/10 businesses fail in the first year...
Unfortunately Joe's is no exception.
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If only he had looked in the mirror.
That's where he would've found his biggest sales problem.
But his pride, ego, emotions & spotlight effect blinded him.
This is why so many businesses struggle.
People don't care about the random features & functionality of a product.
They only care what it means to them.
And if people and organisations keep leading in this way, the outcome is all too obvious.
Sales is a skill to master.
And it can be very tough as it requires parking your ego, forgetting about you, and switching the spotlight onto the prospect.
We all love to talk about ourselves - but to be successful in sales, this is one thing that needs to be curtailed.
In essence it means reversing years of conditioning.
Easier said than done when you've built a company around your passion.
And this belief & passion in the product trickles down to the sales team, dominating the onboarding program & is responsible for an army of product pitchers...chucking loads of sh*t at the wall to see what sticks.
Yet becoming a skilled seller requires -
- Emotional intelligence (self/situational awareness)
- Questioning skills
- Listening skills (verbal/non verbal)
- Business acumen
- Curiosity
- Self control
- Objectivity
Understanding fundamental human psychology -why people do what they do & what causes them to take action- underpins everything.
Talking AT people about how amazing your product is involves none of the above & will only serve to alienate people by making them feel pressured & uncomfortable.
