Sales people, including me, are plagued by a chronic challenge, one that has caused us to lose as many sales as it may have helped us win. The plague – sales blinders or self-serving selective perception. This disease affects, front line reps, managers, executives, and pundits like me and others you read, anyone who tells you they are free of plague is either lying, self-absorbed or likely both.
I see it when I am out on ride alongs, sales meetings, but most amusingly in responses to posts like this. People read what they want to read, and won’t let the words on the page get in the way.
I recently posted a piece on sales, and it was easy to who read it and took it in, and who skimmed it, picked out a few words, and built a soap box made of those five or six words, (the piece was over 500 words). Their comments had nothing to do with the piece’s core subject, but now that they built their soap box, they had to get on it and spew stuff unrelated to the piece.
What bothers me is not so much that they disagreed with me, like Howard Stern pointed, people who did not like his show spent more time listening, so please; but the fact that some of these people are pundits who want to teach sales people how to sell.
So what are they gonna teach them? “Don’t listen to what the prospect is say, pick out selective words that allow you to drive your agenda, whether it meets the buyers’ objective or requirements, or not.” Or “pitch baby pitch, ignore reality eventually they will come around.” Please!
If you can’t concentrate well enough through a 500 piece blog post, and deal with two or three core concepts or action items, how will you cope in a sales that has many more moving parts and demands? The answer is they don’t, they turn to dogma. As with any dogma, there is little room for alternate views, little room for mutual collaboration to move the process forward, and certainly no room for mutual gain.
Having an informed opinion and leveraging it to help buyers make the right decision is good, showing your product or offering will actually do that is also good. But as soon as you choose to ignore the buyer’s input or the facts facing you, you end up being less of a sales person and more of a sales bully. Focus is good, selective perception or sales blinders is not. The fact is that buyers have choices, and when they face dogma, they move on.
The choice is yours, whether you are in sales or a pundit, you can choose to narrow your focus to those few kernels that loosely support a narrow view, or you can shed your blenders, enhance your buyers’ experience, and make more sales.