The Yin and Yang of sales
Sales “legends” from time immemorial have shared their insights on what it takes to close a deal. You’ve likely been exposed to the legion of sales consultants lined up to pitch their secret sauce for winning opportunities.
The major points are markedly similar:
- build a relationship as the trusted advisor to the buyer
- make the buyer aware that they have a need
- help them to understand what it takes to solve the need
- convince them that your solution has what it takes
Ideally, throughout this engagement you are appealing to both their rational and emotional instincts.
This is the deal-centric, right-brained perspective on sales. Creatively progressing through each of these four steps helps you to close each deal, but it doesn’t guarantee that you meet your goals. Unless you are dealing with a few really large deals, it’s likely that you need to close many deals to reach your revenue targets. It’s like micro economics compared to macro economics.