“There’s 5 parts in every sales conversation that you must accomplish to move somebody forward. And if you understand those things, then you can sell anything.” – Jason Cutter in today’s Tip 1095
Do you know how to sell?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jason Cutter. Jason is an author, podcaster, and consultant who builds scalable sales operations and coaches individuals on how to close more deals. His first book – Selling With Authentic Persuasion: Transform from Order Taker to Quota Breaker – explains how a guy with a marine biology degree became an expert at selling. Here he is:
Jason Cutter: One of the things that happens in life, in business and sales is people will make career changes. Now, these days it seems more of an occurrence than it used to be. But there are people right now who have been in an industry for a length of time. Maybe they’ve been selling B2C, they’ve been selling solar for a long time, or selling cars, and they’re thinking about changing careers, maybe getting into B2B.
There are people who have been selling a B2B product or service for a long time. They know that industry really well and they’re making a career change for one reason or another. Sometimes it’s to have a better opportunity to have a more stable industry, something like that. But they want to make a change and they’re concerned. Right? I’ve been selling this. How do I know I’ll be good at selling this other thing? Right? Or what does it take to be successful to sell this other thing, this other product, this other service.
Here’s the thing. Here’s my response. Every single time this comes up, any time somebody asks me this or I see this online. My question is, do you actually know how to sell? Do you actually have the fundamental sales skill set to be effective at the art and science of selling and persuasion? Do you actually understand people? Do you understand what they’re afraid of? And do you understand how to move them forward in a sales process in a universal way where it doesn’t matter what you’re helping them buy, but you can do it in the same or similar way no matter what? And that’s really the challenge I have.
What I have found is there’s a lot of people who get into an industry and they go into sales and they’re taught one way or more times than not. They’re not really taught anything. They’re just given maybe a script, maybe the brochure, maybe some product information, maybe a list of people and told to go crush it. Right? It’s a numbers game. Just call as many people as possible and push them all. Anybody that responds, push them forward into buying. And so people either trained in one way and they learn one kind of sales process, one sales strategy, have one dogma of what sales mean, or they have nothing, and they’ve had to figure it out themselves and they see or think that it only applies to that one industry, that one product, that one service, that one vertical.
And when that’s the case, when you’re a one-trick pony where you only know how to sell one thing, Then you’re at a severe disadvantage with moving, with changing industries. Right? I see a lot of people where they want to move industries, but they’re so afraid because they realize they only know how to sell one thing. They only know how to talk about one thing and they don’t understand how to apply that to something else. Right? So they’ve been using this set of tools in this toolbox to fix this one kind of car, right? They’ve been fixing Toyotas their whole life and then somebody they have the opportunity to go fix different cars and they realize, wait a second, I don’t know anything about cars in general. I just know this one thing and I’m just so narrow-focused. I don’t get it.
So the key is, ask yourself if you want to make that change. What do you know about sales? How well do you actually know sales and selling? And do you know how to persuade people at a fundamental base level? If so, that transfers, that applies, then it’s about you learning the new language of an industry, Learning a new product, learning your new service, and then applying that to the new job, the new role. Sales is sales. There are some fundamentals. There’s 5 parts in every sales conversation that you must accomplish to move somebody forward. And if you understand those things, then you can sell anything. If you don’t understand those and you just do what you do with this one industry, then you’re going to struggle. And if you want to make that change, you really should take a step back and see what you do. Maybe hire a coach, maybe hire a mentor. Find somebody to help you break down the sales process into the fundamentals that you can then apply to somewhere else. Have someone teach you what are the tools in the toolbox? How are you fixing this car? How are other cars the same? How are they different? And then you can go out there and do that.
So I hope that helps you. If you want to make that transition. If you’re thinking about them making that transition. Start now. Build that toolbox in your mind. Build the sales fundamentals. Build your successful art and science of sales and then you can take that anywhere you want.
Scott Ingram: To connect with Jason and for a link to join his Authentic Persuasion Private Group Sales Coaching Program, just click over to DailySales.Tips/1095
Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!