Of course, in sales, we all know this…

When we go out to businesses and spend time analysing their sales operations, we have an informal checklist that covers over specific fifty behaviours and system areas that influence sales success. Curiously though, within half a morning, we usually get a “feel” for what’s not working, and a sense of what could be made to work. The sense that we experience is guided by intuition, and supported by evidence (which we collect and use to inform our proposal and to build our plan of action).

Which is a lot like the buying process. Buyers make decisions based on their intuition, an unspoken sense of value and possibility. They then support their decision with all sorts of logical rationale. Of course, in sales, we all know this; though if we all have this knowledge, how is it that most businesses don’t know how to train these skills, or recruit this capability?

The ability to “move a buyers state”, to excitement, to confidence, to fear, or to wherever you need to move it in order to create an emotional attachment to whatever we are selling, is a key component of sales success which so often gets missed.

So, ask us how come we don’t miss it, how we train it, and how we recruit it.