The world of selling went through a profound structural change in the 1980s. For the 200 years prior, we ran businesses in the industrial economy. But things changed in the last 20 years of the 20th century. We went from learning how to manage people’s hands, to learning how to manage people’s minds. The problem is that the MBA programs and on the job training for managers were still rooted in an industrial economy method of learning, so we were trying to use 20th-century procedures to solve 21st-century problems. Obviously this is not a recipe for successful selling, and things are moving quickly, so the sooner we can adapt to a knowledge economy way of selling, the better. David Grebow, interviewed by John Golden, explores how to sell in a knowledge economy using the S.A.F.E method.
This expert sales interview explores:
- Creating a story for your clients
- Getting top-notch ratings
- Ensuring a frictionless experience
The S.A.F.E Method: Story
If you want to be aligned with today’s consumer and be a successful seller in a knowledge economy, follow the “S.A.F.E method.” The S stands for telling a story. When you sell, it is crucial that you tell vivid stories that are compelling and pull people in and keep their interest. Consumers have more choices than ever when trying to select a product or service.
The S.A.F.E. Method: “A” Ratings
The “A” in the S.A.F.E. method of selling in a knowledge economy stands for getting an “A” rating. In today’s digital world, it’s easier than ever to find reviews on products, and it’s crucial that sellers keep this in mind when they are selling their product or service.
The S.A.F.E. Method: Frictionless Experience
The “F” and “E” in the S.A.F.E method stands for a frictionless experience. User interface and user experience designers try to figure out the quickest, easiest way for customers to get what they want. If it takes a lot of screens or numerous clicks in order to find your product, read the ratings and reviews, and make your purchase, that creates a lot of friction, and you’re going to lose clients.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.