Sales like many other crafts, vocations, or professions, continues to evolve, or should. Some developments come along and become the rave for a while, only to fade after a time when they are proven ineffective, this is the first F, as in Fashionable. While some completely fade away, others leave a lasting impact on how people sell, and become broadly accepted, evolve to become a mainstay of professional selling; these develop over time to become Fundamentals, our second F.
Now the third F, the one you give to one of the F’s above, is not what you may think, after all we run a family friend sales professional development outfit, it in fact stands for Focus.
The challenge for many is that the fundamentals are usually not exciting or easy, especially for those looking for a short cut to success. As Fashionable as Malcolm Gladwell may be, the prospect of having to invest 10,000 hours to become a master, is not an appealing recruitment statements, even if companies were willing to lend a hand. But there is no escaping that as in other professions or vocations, practitioners require continuous and repetitive practice in order to master the craft, and elevate themselves to the point where they can execute at a professional level.
Fashion on the other hand is much more exciting, appealing, and unfortunately, fleeting. We see it time after time, hot one year, dead the next, and while those developed the Fashion prosper and move on, those who followed and were then abandoned, are left with the results, or lack thereof. Just look at all the would be replacements for cold calling; Fashions have come and gone, but those Focused on Fundamentals continue to succeed, even adding some of the Fashionable remnants along the way. Witness what happened with sales 2.0, if you missed it, look at the freshly minted, ever Fashionable Sales 3.0. In fact, I am so confident that this recycling of Fashion will continue, I have already secured the domain for: www.SalesTheOcho.com.
Focus and Fundamentals requires discipline, which is not always Fashionable in sales. The problem with Fashion is two-fold, the first an most damaging is the distraction factor. Because success does take time, effort and Focus, anything that takes these elements away from nailing Fundamentals will slow your progress towards success and professionalism. Second, Fashion is rarely created for the long term, it is meant to short term and fleeting, no sooner than you load up on this year’s model, and they bring out the next. True, many fashions do come around after a time, but you only figure that out with the benefit of experience, this is why I never throw away ties, because they will come back into Fashion again. They are designed to appeal to the masses (in sales that would be the 80% in the 80/20 rule), easy to wear, and disposable. I bet we could look at some Stacks, and find some recycled Fashions or apps.
So if you give an F about your sales success, you should Focus on the Fundamentals, and avoid the time and money sucking sound of Fashion.