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Selling As Art, Not Science

Written by: Tom Reilly

Article Overview: I think we have lost something by making sales a science. There is an art to this profession and we would do well to remember that, especially those of us who are serious students of this profession. And before all of the old timers retire, take them out to lunch and pick their brains. They have the wisdom of the ages to share with you.

Selling As Art, Not Science

I think I liked it better when selling was more art than science. Of course, I have a BA/MA in psychology versus a BS/MS in psychology. Maybe it’s an educational bias. But, selling used to be an art form. Today, the science of selling dominates the book shelves. PDA, CRM, and SFA have taken the place of K.I.S.S.

At one time, salespeople (called salesmen in those days) used to work on their enthusiasm, passion and persuasiveness. Old timer’s like Frank Bettger (author of How I Raised Myself From Failure to Success in Selling) wrote and spoke in aphorisms like, “If you want to be enthusiastic, act enthusiastic.” I met an old timer in a Memphis clothing store, who at 83 still sells, and lives by the motto: “Show and tell, show and sell!”

Maybe I crave the simplicity of the art of selling because we live in an increasingly complex world, and the old principles of selling were profoundly simple. In fact, their brilliance was their simplicity. Today, selling books are filled with models, techniques, processes, and strategic planning. The art of selling (AOS) is simpler than the science of selling.

AOS Principle: The sale is more about the customer than the seller.

If you buy into this simple principle, it means you will do several things. You will listen more than talk. You will ask questions that put the spotlight on the customer. You will customize your solution to look a lot like your customer’s needs. You will define your success as helping your customer achieve high levels of success. You will define value in terms that make sense to your customer. You will use the customer’s language to describe your solution.

AOS Principle: You get what you ask for.

No one in business gets what they deserve, they get what they ask for. You get the order when you ask for it. Few companies and salespeople get credit for everything they do for customers. You get credit when you ask for it. You don’t get the higher price if you don’t ask for it. Old timers knew that nothing happens until someone sells something, and that doesn’t happen until you ask for the business. That’s your job, not the customer’s.

AOS Principle: Rejection means you’re making sales calls.

If you’re not getting rejected every once in a while, it means you’re not making enough sales calls, especially on customers who are likely to reject you — prospects. No rejection means you’re playing it safe — calling only on those customers who will buy your stuff. What about all those people who are not buying your stuff? That’s where opportunity lies — in the unsold buyers. Old timers accepted rejection as part of the job, an occupational hazard. They wore out shoe leather trying to get to those unsold buyers. They traveled on trains, rode in un-air-conditioned cars, and flew in propeller airplanes to meet with these unsold buyers.

AOS Principle: Nothing great was ever accomplished by a quitter.

How many great innovations were designed by a quitter? None. The old saying, “A winner never quits and a quitter never wins” was the motivational thinking the old timers relied on. They knew that quitting was not an option if they wanted to succeed. They also relied on that other old chestnut, “When the going gets tough, the tough get going.” If you quit inches short of the finish line, you’re still a quitter.

AOS Principle: Plan your work and work your plan.

Fewer than one in four salespeople have a detailed plan of attack for their number one account. Fewer than ten percent of salespeople plan their sales calls. Old timers used to say, “No one plans to fail, but many fail to plan.” Simple thinking. Simple selling. Start your week with a simple plan for sales success and work that plan all week. Avoid the distractions along the way.

AOS Principle: Happy customers come back.

Today, market researchers invest heavily in studying the link between customer satisfaction, retention, loyalty and a company’s bottom line. When I share this startling data with groups that I speak to, old timers come up to me and say, “Heck, we knew a long time ago that you want happy customers.” They are almost embarrassed for me. Old timers don’t need market research to know that it makes dollars and sense to keep your customers happy, and if they are really happy, they will bring their friends with them the next time. Eureka! That’s an amazingly contemporary marketing concept.

I think we have lost something by making sales a science. There is an art to this profession and we would do well to remember that, especially those of us who are serious students of this profession. And before all of the old timers retire, take them out to lunch and pick their brains. They have the wisdom of the ages to share with you. They will help you see the artistic value of what we do. We are salesmen and saleswomen, following in the great traditions and shadows of those giants who walked before us. Lest we forget our heritage.

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Re: Kevin's Case Study #10 - When to become an entrepreneur? - When the bug bite you. A lot of successful entrepreneurs started in their teens or at school. Selling sweets to fellow students or lemonade to firends in the neighbourhood.
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