Getting Back to Basics vs. Outdated Sales Tactics?
Doyle Slayton | Mar 03, 2010 | Comments 3
There are those who say the old school style of selling is dead, “The way we sell has changed.” Then there are those who remind us to “get back to basics.”
Reader Q&A:
You could say that both view points are valid… but how do you know when the basics are still the basics… or if you are using outdated sales tactics?
What are some examples of timeless sales principles that would fall into “the basics” category?
What are some examples of dated tactics that no longer apply to today’s selling environment?
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Doyle, in international sales knowing the basics always count. It’s what helps you to adapt your sales tactics to different ways of selling in different countries. For me the “basics” is a very fundamental understanding of exactly what you are selling, why you are selling it and why the other person will buy.
In some countries the sales process has become sophisticated. And in these cases I’m always amazed at how the sales people from these countries can concentrate so hard on these higher levels of sales to actually forget the most basic level. And that’s when you get into weird situations if you’re selling to people who don’t know how to respond to your sophisticated methods.
Now, I don’t know much about sophistication/basics when selling within a North American market. But my instinct says that once you’ve reached a high level of sophistication, something’s gotta happen. A bit like Eugene Schwartz’s 5 levels of market sophistication.
Doyle’s,
This is a good question. I suspect most of us have wrestled with it. I recently cleaned out files and was looking at newsletters and books from 70′s on selling the basics don’t seem to have changed. The technology of how we connect has.
At the end of the day we need to help the buyer clarify their needs and help them solve their needs.
Thanks for the question
I have always been a back to basics salesperson. I have been part of 2 companies that grew from start-up to multi-billion dollar organizations. Throughout their evolution there was a constant push to change the selling process. Restructuring the sales force and thier approach to specific markets is a neccessity however what makes a sell happen is very fundamental. Is there a need? Is the need understood? Is finding a soution to the need of importance to the organization? A sell can happen if the answers are yes. The key is the art of discovery which I have found lacking in many sales processes and salespeople. You do not have to be a product guru to sell. I have found it more important to be highly effective at discovery. I can always find a product expert to help me solve the need or creat a new product to meet the need. Stick with the sales basics of asking good questions, listening intently and having a true desire to help your customer or prospect. Selling is an art but it too have basics that never change.