MYTH: New techniques are the best

TRUTH: Principles work; techniques don't

Every day sales executives and CEOs inquire about materials and training for Chief Sales Officers, Kaizen for Sales and advanced sales tools. As a result, SaleSSuiteS sees the latest sales issues and also the newest approaches for addressing them. We are already evaluating iPads and the Xoom for potential sales and sales development applications. So, let's just say that there's not much new in sales that does not pass through SaleSSuiteS.

Techniques Don't Work

The truth is, techniques don't work. Most "new" techniques that are making the rounds are actually older ones that have been resurrected or variations of ones we were using in the past. When a salesperson uses a technique on a customer and it works, they try it on the next one. It fails miserably and they wonder why. The reason is, as you know, there is no "one size fits all" in sales.

Principles Work

The reason a technique works sometimes and not others is all about understanding the principles behind the technique. When we understand the principle, we can be effective. Random use of techniques can be disastrous.

Principles do not go out of style. The reason is, human nature does not change; people are people. When a new technique comes along, we need to understand how it might be used effectively based on a proven principle.

Example

For example, you now have the ability to send ezines like this one to all of your clients, don't you? It's a technique. Should you do it?

The answer is, only if you understand the principles, which include:

• Give customers something of value on every touch
• Focus on ideas that will help them, not just you
• Make it easy for them to hear your message

Proof

Just to prove the point that principles do not go out of style, click on the link below and you will see an ancient sales interview with Dr. Tony Alessandra. Tony is a master sales trainer and I am including a link to his web sites. 

Is he a competitor? Well, he does keynotes and sales training as I do. His approach is different from mine and yet it is consistent with what I teach. When you want yet another perspective on sales, contact him. Meanwhile, I enjoy having you as a client!

Here's Tony's info; the link to the twenty-minute interview follows (great for in-house sales training).

Dr. Tony Alessandra

www.Alessandra.com

www.PlatinumRule.com

"He who teaches is never a scholar, but always a student."  

Okay, look past the giant hair and glasses, think past the 25-cent pay phone* story and see if the principles here still apply.