The first myth regarding selling is that “selling is easy and anyone can do it!” DUH? Someone deciding that selling is easy and can be done by anyone is usually started by someone that does not sell. Finance or operations people truly believe that anyone can sell. They also believe that there is little skill involved in selling, therefore any person can be successful.
These are the same people that tell people in sales that they only need to memorize a sales presentation, learn all about the feature and details of the product or service and go out to make as many presentations as they can in one day or week. Then, like the “Fields of Dreams” they (customers) will buy. The only thing that this attitude has produced is commodity selling. Every industry that had their sales people doing this type of selling has become a commodity or price based market.
The truth is selling has become a very complex process, requiring a high level of sophistication to coordinate all the strategies for sales success. Sales people are dealing with longer sales cycles, multiple decision makers, fierce and increased competition and more knowledgeable and demanding customers.
Successful salespeople demonstrate higher levels of skills in dealing with their customer in this environment.
The age of feature selling is gone. Today, your sales people need to be masters of communication and rapport building. Have questioning skills to guide the sales process to a value based decision. To understand the basics of ROI selling therefore having knowledge and expertise in the arena of business acumen, not to mention industry knowledge. Complex is the name of the selling game today, yet, you can simplify it by using a sales process that involves the customer, respects the customer and builds the trust customers want from people they count upon when they want to buy.