The Key to Sales is Not Building a Better Mousetrap, but Presenting a Bigger Mouse
Lest us start by summarising the baseline assumptions on which effective long term sales careers are based:
- Your goal is not ‘a sale today at any cost’ but to enter into a potential long term relationship that serves both the business and the customer;
- You believe that the product or service you are selling has value to the right customer;
- It is not your responsibility to decide whether the prospect can afford to buy, but to present the argument for doing so;
That said, in a booming economy making sales is relatively easy whereas a tight economy demands more imagination, vision, and skill… but also present more opportunity as well as other businesses recognise their own need to work smarter.
When a business owner or buyer is staring disaster in the face they are willing to spend almost any amount of money on an effective solution. You may assume that the person you are talking to is acutely aware of the problems they are facing and don’t need to be reminded, but hurrying through the process of painting the picture of the problem they are facing and its implications will slow down (or derail) the sale.