Is Selling A Science Or Is It An Art?
We believe that it is a balance of both. What do you believe?
Let’s start with a definition of “science.” While there are several definitions, this one seems to cover the basics. Science is the pursuit and application of knowledge and understanding of the natural and social world following a systematic methodology based on evidence.
Science is involved in cooking, eating, breathing, driving, playing, etc. The fabric we wear, the brush and paste we use, shampoo, talcum powder, the oil we apply… everything is the consequence of advancement of science. Life is unimaginable without all this, as it has become a necessity.
There are many definitions for Art as well. Art is something created with imagination and skill and that is beautiful or that expresses important ideas or feelings. It’s a skill acquired by experience, study, or observation. Art influences society by changing opinions and persuading.
We don’t often equate science and art with selling, but there must be both to successfully navigate a sales process, especially if you are selling a commodity product or service. Sales Science is built on a strategy, technology, people, and process. Sales Art is built on skillful execution of the strategy using technology and process to help you influence and persuade people.
Using your current CRM and other technology to determine customer buying triggers through a customer mirroring process. That process then can create directive actions for your sales team to improve close rates and shorten selling cycles. By instituting the Sales Science and Art process, a welding supply selling specialty gases increased its top line by 10X in less than three years. It’s that powerful a process. Are you fully utilizing your technology, and your people?
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