Dan Pink in his book To Sell is Human introduces the concept , “Informational Parity”.. It describes almost every sales market today. It is the ubiquitous availability of information.
Today, every buyer knows everything they want or need to know about anything that they might be interested in buying. And they research it prior to contacting a vendor.
Prior to this informational explosion, way back in say 2007, sales people brought news, product knowledge and insight into their products and services. Today, not so much.
Today, no matter what the question, “google it” is a viable and very common answer.
Often, by the time the buyer contacts a seller today, the buyer is more informed about the product or service than the sales rep who will be soon arriving, which is why many companies employ sales engineers, who must know the product specs and details perfectly.
And so, if knowledge is not a differentiator, what then are buyers considering in their decision making process? Why would they choose you?
When we first meet, your passion does not persuade. Your belief might, but your passion usually just gets in the way. It can and does make people who don’t know you uncomfortable.
Other than writing in your resume or LinkedIn profile that you are passionate, how do you actually reveal your passion?
Using every superlative in the thesaurus has no positive impact upon people who do not know you. And once you get to know someone, don’t you actually stop with the superlatives?
On the other hand, if your passion drives you to act: to get out and do something rather than just yack about your super-awesome-what-ever-ness, well then, your passion is a good and valuable thing.
The distinction is between you and them. Yes, let your passion drive you to action, but park it when talking to prospects. It makes us think you’re strange, different, weird, and not someone we might like to do business with.
Choose your connections, posts and updates with purpose. Know with whom you are connecting and to whom you are communicating..
Have a reason other than trying to sell something. (Even if your reason is to sell something, do NOT sell until you have connected with them and have had an initial meeting or conversation.)
Quality applies to connecting etiquette as well. Be personal with your invitation. Have a reason based on their profile to connect.
As for updates, share something of quality. Resist the temptation that more is better.
What’s better is … better.
One quality connection with whom you meet or speak is of more value than 10 randomly added connections with whom you never interact again.
Grow your network one quality connection at a time.
I’m very sorry to bring you this news and hope that you will not shoot the messenger. After a fairly extensive investigation, it is confirmed that the one-call-close has joined the dinosaurs, saber tooth tigers and the Dodo.
Maybe you remember when you could walk into a business, present your new shiny product, overcome an objection or two and have the prospect agree that this would be perfect for them.
If you remember those days, you are not as bad off as those who do not remember, but their sales managers do.
Sorry. The one call is dead. It’s gone. And there is no hope of its revival.
But, here’s the very good news. If we stop hunting for it. We will have more time. TONS of more time to use our time more wisely.
The immediate alternative to hunting the one call is to start hunting the …. and this is huge …. The two call.