Do We Need Complex Sales Strategies?

Water_cooler_groupI read a best selling, sales author’s biography earlier this week where she described herself as an expert in “complex sales strategies.” I’ve tried to start her book several times but my eyes glaze over reading the table of contents. I’m not going to name the book or the author. This isn’t a book review.

I don’t understand the term “complex sales strategies.” Or, perhaps I should say I don’t believe in complex sales strategies. If you believe selling to be complex, I’m going to respectfully suggest you’ve already thinking about yourself and not the customer. Think like a customer and complexity in selling goes away. The reason my eyes glaze over at the table of contents is that most of the chapters appears to be about the salesperson and not the customer – which is totally backwards.

The books appears to contain some good tactics for selling although I would again respectfully suggest many are either manipulative and/or so elementary as to be insulting to the average person’s intelligence. Let alone someone who the author assumes is already in sales. But, as one of my best friends and critics always reminds me, the process of sales is confusing to most people so I need to make it simple.

As I said, this isn’t a book review. I’m sure the author put a great deal of time and love into writing the book. Her business is apparently doing very well. I just wish she didn’t think that you still have to use manipulation in sales these days. I wish she had spent more time talking about the customer. Will this book help you to sell more? Maybe – I guess – I’m not sure.

It might also set your career back or end it totally if you come to realize that you are being asked to do something that is incongruent with the person you are and want to be. If you don’t believe in manipulation or doing something ‘to’ someone for your gain, you are going to suffer from what is called cognitive dissonance. This is a feeling of tension that you get when you try to hold two conflicting thoughts in your mind at the same time. Something has to give and often it is the salesperson’s career.

You need to focus on providing value to customers – more value than anyone else and you will see a change in how you sell. Complex will become much simpler. Customers will want to do business with you. And, if you are lucky enough to create great marketing for the product, service, company, first; sales becomes enjoyable and never manipulative.

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