Theory of Selling
Did you know that Albert Einstein had a theory on
selling? He said, "Doing things the same way you always have and expecting
the results to be different is insanity." He may not have realized it at
the time, but what better theory to apply to selling?
Selling is complex
and you face many challenges. You may think that doing what you've always done is
a strategy for success. Yet the choices you make are critical to your
success. As your new year unfolds, what are you planning to do? Is it more
insanity or getting different results?
Doing it. What do
you want to do different? Sometimes when you're busy doing your job you lose
sight of where your challenges are. What has stressed you? Think about all
the times you thought last year "if only I could do X," "if only I knew
more about Y," or "there's got to be a better way to do this."
was putting a bid proposal together, addressing the time inefficiencies of
business travel, or improving your use of technology. Remember those
thoughts and make a plan to incorporate them as goals in your 1999
selling. Write your goals down, set a due date and quantify how you will
For some people, it's
hard to be creative and come up with new ideas for change. Get others to
help you achieve your goals. You don't have to reinvent the wheel. There
are enough salespeople, books and Internet sites that can be ready sources
of guidance. Expect that it may take time to see results. Just remember,
if you're going to be complaining to yourself this year about something
you faced last year, you're contradicting Einstein's Theory of
Showing it. You can
plan to do things differently for your customers as well. How do you show
your customers you appreciate them? Lunches are fine, but everyone does
them. What else could you do that sets you apart that also builds rapport
with your customers?
When you read the newspaper and other journals, are
you looking for articles that are of particular interest to select
clients? What business book (or other book) could you recommend to your
customer that would enhance his job performance? Each time you send
information that helps your customers, you are also saying you care about
them and their business.
What about our
customers' expectations?You certainly
demonstrate by your past actions what your customers can expect from you as
a supplier. You also know the results you got from your behavior. If
these results are what you want, keep doing more of the same. If they're
not, Albert would say to do something different.
Now that the year is
new, you can make it a different one. You can choose what you do in your
selling. You can set your own expectations for results. Then later this
year when you examine your results, remember that selling is all relative.
It's relative to your choices and your expectations. Even Einstein would
Maura Schreier-Fleming works with business and sales
professionals on skills and strategies so they can sell more and be more
productive at work. She is the author of Real-World Selling for
Out-of-this-World Results which is available at
www.BestatSelling.com. She founded her company Best@Selling in
1997. You can reach her at 972.380.0200.