The Science and Art of Selling
One of the biggest myths perpetuated in sales is that selling is, or is becoming, a science.This suggestion assumes that individuals will respond predictably (i.e., stimulus-responsemodel) to sales techniques, sales processes or selling systems which is often interpretedas meaning that if a salesperson executes the techniques, processes or systems correctlyhe or she will be invincible in selling (e.g., sell anything to anybody).Given, among other things, different people's...
Models of reality (i.e., perceptions, perspectives, values, beliefs, languages, andways of doing things)
Individual competencies (e.g., perspective taking and decision making)
Level of need awareness (i.e., conscious, preconscious, unconscious)
States of readiness to buy (i.e., latent, passive, and exclusionary wants)
Degree of willingness and/or ability to fully discuss private, sensitive and/or confidential information (e.g., needs, politics, situation)
Internal behind the scenes issues that need to be identified, understood andmanaged (i.e., change management)...nothing could be further from the truth. This is not turning a blind eye to common behavior patterns or tendencies but instead speaks to the unpredictability and dynamicnature of human behavior.If selling was a science we could say that anyone with access could refer to a systematicknowledge (of selling) that is capable of resulting in...
A correct statement, usually quantitative, about what will happen under specificconditions, as a logical consequence of scientific theories (i.e., correct prediction)
Predictable outcomes meaning giving the same result on successive trials. (i.e.,reliable outcomes)An individual (e.g., salesperson, sales trainer) may claim to possess such knowledgehowever as mentioned previously to ensure that the data is reliable, an experiment must be repeatable and the data must be reproducible meaning; accurately reproduced, or replicated, by someone else working independently. This is key since reproducibility isone of the main principles of the scientific method. Against this standard "Selling" doesnot qualify as a "Science".Technology's (e.g., Sales 2.0) impact on selling comes up periodically in discussionsabout "Science" in selling. Master practitioners understand that the emergence andevolution of innovative enabling technologies is changing "how" salespeople do whatthey do but is not changing "what" salespeople do (i.e., connect, engage and interact withleads, prospects and customers) or changing salesfrom an art to a science.