Selling, in the
old days, was largely and act of personal heroism. The key to successful
selling was knowing the products and the customers. The
effective sales rep
would present his or her product or service in the best possible light, forge a
bond with the buyer, and triumph over the competition.
This approach has little to do with the way sales
are made in
today's real world. Today's customers
don't want products; they demand solutions, and solutions don't come in a
box. They must be designed, fashioned to meet the customer's specific needs.
Making such sales takes a lot more than
personal charisma. Today's selling is
System Selling, solution selling, consultative selling; it
entails analyzing customer needs, designing
alternative solutions, scrutinizing
costs, developing and implementing systems, and more. This is not the work of a
heroic individual sales rep.
Modern selling is a team sport, and a complex one at that. Winning at it
takes discipline and structure. Making it up as you go along is a recipe for