Every actor brings something personally to a role. So should every sales person. When the producers of Indiana Jones were casting for the male lead, their first choice was Tom Selleck (Magnum P.I.) but he was unavailable. The second choice was Harrison Ford. We obviously know how Ford played the role, but can you see Selleck in the role? Would it have been better? Different?
The role didn’t change but the player did, and that’s exactly what happens in the world of selling. Successful sales techniques must be enhanced by your ability to customize it to your style, the customer and your business. It’s never one size fits all.
In a company that has several business development personnel, no two will use the successful selling system exactly the same way. That’s how you differentiate yourself from the competition. Engineers all use the same educational foundation for constructing bridges, and planning buildings but no two apply their knowledge the same way. Each will add their personal spin. Sales professionals should as well customize successful systems to their world.
This can only be done by first seeking out, understanding and developing a system that has worked for others. You don’t have to reinvent the wheel as they say. You must then take that from “knowing to owning”. The only way to do that is to experiment, practice and customize the fundamentals to your comfort level.
Selleck and Ford had the same role and script but all actors customize the role and script. The key is they put something unique into the process – themselves.
Copyright 2012 Sandler Training and Insight Sales Consulting Inc. All rights reserved.
John Glennon is the owner of Insight Sales Consulting Inc, the authorized Sandler Training Licensee for the Interior of British Columbia. He can be reached at [email protected], toll free at 1-866-645-2047 or visit www.glennon.sandler.com
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