The Problem with Absolutes
Recently, I had a chat with a friend who was handed a piece of advice, courtesy of a book penned by a corporate titan from a billion-dollar company. The gist? Prospecting is passé. Now, it’s one thing to claim expertise when you’re playing in the financial big leagues (this person’s company outstripped the other’s by a cool couple billion, give or take $20 million) but it's quite another to peddle it as gospel.
The Truth is Out There
Sales, much like any human interaction, is complex. But let’s face it: there are some truths in life that are just unimpeachable. Being trustworthy trumps the alternative. Being seen as a value creator and problem solver is infinitely preferable to being seen as a time waster. Honesty is a golden ticket to lasting relationships.
These principles might be firm, but tactics? Not so much.
Consider the notion that one should only target clients already ripe for change. This perspective overlooks a vast demographic of potential clients unaware of their own future dissatisfaction; clients in dire need of a visionary to show them what’s possible.
Then there's the debate between cold calling devotees and detractors, each camp advocating for their preferred method as the one-size-fits-all solution. However, the reality is that the effectiveness of cold calling can vary dramatically from one scenario to another.
And what about the age-old sales mantra “always be closing”? According to research, it works wonders in low-stake scenarios but fails in high-stake negotiations. Conversely, a “never be closing” approach is counterproductive when navigating the complex web of commitments that constitute major sales.
The Problem with Absolutes
Absolutes tend to simplify human interactions into black and white, ignoring the myriad of contextual nuances that dictate the sales landscape. They box us into corners of "always" and "never," which stifle rather than spawn possibilities.
If you “always” wait for clients to realize their needs, you might miss the chance to present a transformative vision they hadn’t even imagined. If you “never” pitch, how will your dream client ever glimpse your grand plan?
Similarly, ruling out cold calling means shutting down a direct line to potential relationships. Meanwhile, insisting on cold calling as the only strategy overlooks other effective approaches like leveraging referrals or LinkedIn.
Avoiding Absolutes
Given the complexity of sales interactions, a one-size-fits-all strategy just doesn’t cut it. Instead of falling into the trap of "always" or "never," it’s more productive to ask, "What’s the best approach right now?" What options are at your disposal, and what compromises do they entail? What strategy adds the most value for your client in this interaction, and what should the next step be?
Rather than viewing the sales process and buyer’s journey as fixed routes, think of them as guides; maps, not the territory itself.
Context is king. All sweeping statements are suspect (yes, even this one). Absolutes are for principles; tactics, on the other hand, should be as flexible as they are situational.
