Selling is a very dynamic process, probably the most dynamic in any organization. It has so many moving parts, so many variables that it often becomes frenetic, chaotic, and reactionary.
In this ebook John Golden argues that it doesn’t have to be that way.
As he points out, the key to success (in pretty much any endeavor) is being able to clearly identify the goal, define the steps needed to achieve that goal and then cutting out any extraneous noise or distractions so that you can focus exclusively on execution and reaching the goal.
In today’s business world this is often easier said than done. Systems are forced upon salespeople that confuse and derail them. They are overloaded with tools that are supposed to help them but instead distract. Social media is constantly bombarding them, and they are never sure how much of it is really valuable. Above all they have an informed, savvy buyer who has little appetite to indulge them unless they can offer some value very quickly.
Sales is often compared to warfare and we often hear about the “fog of war” where lines get blurred, truth and rumor become indistinguishable and chaos becomes the norm. The ‘fog of sales” is no different absent the lethal nature of the former.
Golden, however, shows that there are ways of clearing that fog and stepping out into the bright sunshine that clarity brings.
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