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Monday
Oct282013

Why Systems Don't Work in Selling

“A consistent thinker is a thoughtless person, because he conforms to a pattern and thinks in a groove.” ~ J. Krishnamurti
You’ve already heard the cliche’: People love to buy, but they hate being sold. It’s true.

One thing that exacerbates the problem of an already distrustful relationship between a buyer and a seller is the fact that many salespeople use step-by-step systems for selling. While such systems can help the salesperson, up to a point, they don’t help the buyer much. That’s why, most buyers see a system being used by the salesperson with a sense of trepidation and distrust.

I should know! Not only did I use a system for selling for more than 15 years, but I also taught one for five years. One that was designed, from the ground-up, to eliminate such mistrust between the buyer and the seller. 

The real problem with using a system in selling is that it views the buyer as a mechanistic entity that is predictable and controllable. If you have been in the selling field for a while, you will agree that nothing could be further from truth. Human beings are a dynamic entity that is hard to predict and control. That’s why, it’s only a matter of time before the system that sounded so great on paper falls apart in the real world. 

What’s needed instead is an “Un-system” that allows the salesperson to be in the moment while selling and responding appropriately to what the buyer does. This does not mean that you forget or unlearn what you already know about selling and selling systems. It simply means that you begin to graduate to a more advanced level of selling where you are not trapped into a system you know but transcend it and allow yourself to do what needs to be done in the moment of selling that’s best for both parties.

I have written a white-paper on this very subject which you can download here

If you want to find out how your Sales and Marketing department stacks against your business’ other functions - Operations and Customer Service, for example - take Awayre, LLC’s Business Health Check AQ (yes, it’s free). 

Copyright 2013 Bhavesh Naik. All rights reserved.

Bhavesh Naik is the Founder and Creative Director of Awayre, LLC, a management consulting and human resource development firm specializing in activating the hidden power of a business process by engaging its people’s awareness. Awayre, LLC is a pioneer in bringing human awareness to the field of management and human resource development as its structural and fundamental component.

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