Everyone knows that the first step towards any sale is identifying a need. The key question, of course, is how to do that.Simply put, there are 2 types of needs:
- Needs your customer knows they have
- Needs your customer does NOT know they have
There is a continuing discussion, or maybe a debate, or outright arguments as to whether sales, professional selling, is an art form or a science. The real challenge is that the answer is not black and white, unlike other disciplines where there are definitive delineators, sales is not so black of black and white, leaving a lot of room for debate, and more importantly for mistakes, and hurt feelings. Given the fact that the playing field is mostly grey, it is hard to persuade people, especially the unwilling, that they could be more productive if they were to sell in either the black or the white, rather than drift in an endless sea of grey.
Here’s Chapter 1 from my newest book, More Sales, Less Time. See if you can relate! And, if so, please realize that it doesn’t have to be this way.
Every time someone would ask me, “How’s it going?” I’d answer with a smile and a twinkle in my eye: “Crazy busy!”
It was like I was wearing this as a badge of honor. In some perverse way, it made me feel important to say that.
While I might have fooled others that my life was great, I didn’t fool myself. Underneath my chipper exterior, I was struggling.