How to make sales technique really hit hard
Last month I did a quick webcast on This is Selling. If you look closely you'll find that a complete summary on selling is grouped into three areas. If you focus on all three, you'll discover that your skills begin to work as they should.
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Regardless of what topic or expertise within sales you are looking into, it will always be one of the following three:
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Focusing only on technique is less effective
Context, feelings and technique are basic principles of communication. Context is WHAT you do to create the best possible setting and position. Feelings is WHO you talk with and the emotions you are filled with. Technique is HOW you say it and when.
These three areas are numbered because context outweighs feelings, and feelings in turn are more dominant than technique. Without context and feelings in place technique suffers. People often want to challenge the order of this, but without exception they fail.
Sales technique is not even secondary
Let's be very clear, especially because it really is this simple: Technique helps, but fails when feelings stand in the way. Also, feelings are powerful, but ultimately must give way to context and the bigger picture. If you want to influence others, even influence influential people, first work on context - your position, secondly work with feelings - your relationship with others, and thirdly practice technique - say it right and at the right time.
Remember this, unfortunately most sales training is aimed at technique only. Yes, technique indeed is poor out there, and technique is also mostly weak on a stand-alone basis. The deciding factor that gives technique real power is when context and feelings are taken care of first.
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