The Changing Sales and Sales Training Game

  • Sales
  • February 11, 2018

The Changing Sales Game.

Einstein said it best … ” Insanity is doing the same thing and expecting different results.” If you look at how most sales organizations sell today, you can confirm it’s just that “insanity.”

The job of salespeople is to create buying environments. Sales teams can no longer concentrate on selling their product; they have to focus on the customer/buyer. Yes, the sales training skills: opening, asking, presenting and closing; are still the same. It is the process and approach that has changed.

In the correct environment, the Internet has made life easier for a salesperson. Understanding a potential customer has never been easier. By uncovering unique components of a customer’s needs and business practices, salespeople who do their homework and focus on helping a customer buy can stand out from the crowd. However, in the wrong environment, the internet can be the slow death of a sales organization.

Also, the real draw in today’s sales training is ensuring that your sales team can create compelling customer buying environments. The most important ingredients are the art of staying curious, asking exciting questions and making it easier for the customer to buy.

In the past, the questioning segment was a fact-finding mission, and although the facts of customer needs are still important, they are just a small part of the buying decision. Questions that reveal real desires, wishes and experiences are the most important ones. Intelligent customer interviews reveal objections at an early stage and allow the salesperson to position your product uniquely throughout the buying process. This positioning allows intelligent salespeople to standout from your competition while communicating your message and experiences by targeting customer needs during each conversation.

Sales in the information age are different than when you first started your company.  Training today should be different too.  Today, sales are a customer-oriented conversation. Intelligent questions engage the customer in your world and enable you to identify and minimize objections throughout the process. Too often salespeople are surprised by the customer’s decision, and when a salesperson listens more than speaks, he will hear what he is dealing with and how to get into the ideal customer pitch.

What is the ideal customer pitch? It can be answered in just one way. Did the customer say: “… that is just what I needed.”  If not, the pitch is outdated or at a minimum, not maximized.

Bottom Line Up in front:

  • Ask open questions, bring out their feelings, and you will know what your competition does not.
  • Stay curious. The best customer question is one that focuses on the buyer, not your product.
  • Bob and weave. Take what your potential customer wants and wish and paint the image that serves the vision they seek, one need for the other.
  • Compell them. Commoditization is “insanity.” More is not better. Stand out from the crowd.


To have me speak to your team on how to tap into new markets and make more money, please reach out at