Where do you turn when sales aren’t where they should be? Conventional wisdom tells us to hit the sales-training road in an attempt to utilize those time-proven selling techniques. Back to the basics – you know, those sales tools that have been used with great success for years and have stood the test of time. Not so quick. They’re often repackaged, but not much has really been altered during the past twenty years. But something has changed – your customer.
Many of the selling tools and techniques we still use today were created back when all customers had the same motivations, values and perceptions. At that time, creating a set of universal selling concepts that would appeal to everyone was a pretty good idea. Ultimately, a “one size fits all” sales manual was utilized to teach and appeal to the majority of the prospects out there, namely Baby Boomers. The only problem now is that Baby Boomers have begun to retire, and the incoming Generation Y and X’ers don’t dance to the same drummer as the generation before them. And the Millennials who follow the Gen Y & X’ers are bringing even more diverse motivations, values and perceptions to the playing field.
So why are we selling in the past? It’s almost like we are skating where the puck used to be, and then surprised when we get there only to find that the game has moved to another place. If the mission is to win the game of today, then you must use the tools that customers respond to NOW. “Selling in the NOW” means recognizing that if you want to make a sale to today’s buyers, you have to be aware of how and why they buy in today’s world.