The Peace & Power of a Positive Perspective


In the trenches…

As a career sales professional I write a bit about sales – but you already know that.  No “commercial insight” in that statement as described in the book The Challenger Sale © by Matthew Dixon and Brent Adamson.

The Foreword to their book was written by none other than Neil Rackham, author of the best-selling business book SPIN Selling ©.  It struck me as a most-interesting (dare I say “insightful”) contrast:  A book written about modern day selling prefaced by the author of another book about selling, written literally last century (copyrighted in 1988).

Don’t get me wrong – I’ve learned and still apply teachings from Neil Rackham.  I try to keep learning, too:

Success is a lousy teacher.  It seduces smart people into thinking they can’t lose. 

Bill Gates

So I read (and share) recent research in an effort to avoid losing – out there – in the trenches.

Permit me to get to today’s essence:  How do you sell?  Ready – Go!

Need more context?

…we live in an era when product innovation alone cannot be the basis for corporate success.  How you sell has become more important than what you sell. 

Neil Rackham

How we sell and why the customer buys from us vs. anyone and everyone else we compete against are flip-sides of the same coin, true?  Differentiation is the key.  But what do we differentiate on?

In absence of differentiation, the only thing left for the customer to base her decision on is price.  And if price is the deciding factor, we don’t need a sales force – we can put our products up on a web site and sell online.  How frequently do you find yourself spending the majority of your time defending your price with a prospect?

I ask again:  How do you sell?

Neil Rackham poses the question:  Would your customer pay you just for the experience of your selling process?  Is “how you sell” valuable in and of itself?  Heavy stuff!

Why does the research behind The Challenger Sale ® point to a handful of specific attributes that over 50% of all customers included in their study cite as the attributes of differentiation behind why they bought from a particular sales rep?  What are your attributes?  Want to compare?

The authors (Matthew Dixon and Brent Adamson) list these 7 attributes as the key differentiators between those reps that win and all of the rest that lose – out there – in the trenches:

  • Offers unique, valuable perspectives on the market
  • Helps me navigate alternatives
  • Provides ongoing advice or consultation
  • Helps me avoid potential land mines
  • Educates me on new issues and outcomes
  • Supplier is easy to buy from
  • Supplier has widespread support across my organization

How do you compare?

It’s no secret that prospects value sales professionalism:

Prospects don’t get out much. 

Jill Konrath

Jill goes on to say that prospects are so busy running their business that they don’t get a chance to sit back and reflect on leading industry practices to be leveraged.  They rely on a sales professional to “offer unique and valuable perspectives on the market”.

Lest you believe that your company is “unique”; your products are “world class”; you “sell solutions”; and you seek to be a “trusted adviser”… beware.  These statements unto themselves are already commoditized.  To the customer, these claims are categorized as “Yea, you and everyone else on the planet”.

When we’re in the trenches of hand-to-hand, competitive conflict, what will our difference-maker be?  Here’s a hint: It’s how we sell.

Game on!


Did you like this little ditty?  You might enjoy my past posts too:

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