Renaming old sales technique and practices, won’t make them work any better than they did in the past…
In a recent interview on Channel 9 with conservationist David Suzuki, the interviewer observed that with his world-wide schedule, email and the tools. Amazingly, Suzuki responded that he used neither!
Not surprisingly, with the e-world upon us and Suzuki’s need to stay in touch, the interviewer questioned his wisdom.
Suzuki’s reply was fascinating. He said that he didn’t have a shortage of information and he certainly didn’t need more. He said that the majority of the extra information available was naturally interesting but not vital. I could really relate to that, can you?
A classic example
Recently, I observed an example of this oversupply of information. I watched a comprehensive sales pitch being made using charts, graphics, illustrations and creativity. All questions were comprehensively answered. The prospect said that he was very impressed but he still didn’t buy. When I later asked why, he said he was overwhelmed with all the information and options presented. In short, he was totally confused.
When sales presentation is loaded with information that is interesting but not vital to the prospect, what is created is unnecessary confusion – not opportunity. Be brief not abrupt. Salespeople cannot know too much but they can talk too much.
A New Lesson?
No. The great writer of Genesis told the story of the creation of the world in 442 words – about seventy five percent of the words in this article!