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Dinosaurs…

I was driving through eastern Utah earlier this month.  The enormity of the landscape is breath-taking!

Eastern_Utah

The drive was made even more impactful realizing that this is where dinosaurs walked millions of years ago.  I could close my eyes and “see” them roaming the plains with the mountains as their backdrop.  Then I realized I was driving and opened my eyes; relying on my driver’s training to avoid joining the dinosaurs!

At that moment, two Air Force jets roared by.  Hill Air Force Base is a major military installation in Utah.  Seems that our most modern military warfare technology trains over the same space previous dominated by ancient dinosaurs.  A striking contrast.

There I was in dinosaur country, with modern jets roaring by – what better place than to contemplate the nature of my profession and the views I have about what it takes to succeed in sales in the 21st century?  Weird you say?  Welcome to my Jurassic Park LoL!

In the sales profession, we can learn a lot from our military.  No – I’m not saying our customer is the enemy.  Nor am I suggesting we adopt a competitive attitude often voiced by Larry Ellison of Oracle Corporation:

It’s not enough that we win; our enemies must lose.

That quote has been attributed to Gore Vidal; Genghis Khan; and even Sun Tzu’s book The Art of War©

You see, during our road trip we were listening to an audio book, Ghost Image: A Sophie Medina Mystery© And at the moment I was reflecting on the dinosaurs while the jets were roaring overhead, I heard this line from the book:

In the military you don’t learn you are trained.  In combat you rely on your training to get you through.

Then it hit me – when I offer “sales enablement” to my clients they aren’t actually learning how to sell.  I’m not trying to “teach” them; I’m trying to “train” them.  Actually, it’s worse than that – I’m trying to “re-train” them.  I believe, without such re-training they will continue to use sales tools, tactics and techniques that have gone the way of the dinosaurs.

And as stated above, in a sales cycle we rely on our training to get us through.  I know it’s not a life-or-death challenge.  But it is job and/or career threatening, yes?

Back to another one of my favorite book titles: Change or Die: The Three Keys to Change at Work and in Life© by Alan Deutschman:

Deutschman concludes that although we all have the ability to change our behavior, we rarely ever do.

I often profess, “The market has shifted…”  My clients assume the context of my statement is technology; technology in the market has shifted (from traditional, client-server oriented software to Cloud Computing).  And just like our military, we must equip ourselves with new technology or risk being surpassed by our competition (in the military context, our enemies!).

But in the context of selling to a modern buyer, that element of the market has shifted too.  If we don’t re-train ourselves to sell the way the modern buyer buys, we risk becoming obsolete; replaced by eCommerce, an iPhone App, or some other “serve-yourself” option buyers have available to them to bypass we sales dinosaurs altogether.

Rare maybe, but I know my clients have the ability to change their behavior.   Yet, I left the eastern plains of Utah wondering, who is the dinosaur?  Them – resistant to re-training?  Or me – thinking I actually can enable them to change their behavior?

GAP

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2 Comments


  1. Nathan Sumner
    May 13, 2016

    Now you’ve got me thinking… Who am I? A dinosaur unwilling to change or someone who can be trained?

    Here’s my problem… nobody wants to be sold to, and they all want to find an “online” answer, but then complain when they have to call into a call center for any needs. Are we all dinosaurs?


    • Gary
      May 16, 2016

      Welcome to Jurassic Park Nate! 🙂 Thanks for reading and commenting. Thx, GAP

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