Since the beginning of time in the Sales it has been common knowledge that we need to be different.
Different from our colleagues and different from our competitors. This difference means we can stand out.
It’s simple. Want to get the most meetings, be different from the completion? You want to do the most deals, be different from the competition. You want to make the most money in sales, be different from the competition.
If we are not different, how will our clients, choose between us and our competition? They won’t!
So here is some science!
There is a school of psychology called Gestalt.
No need to go into details, I’ll leave you to Google it!
One of the principles is around the human brain and the way group things, how are mind works around problem solving and how we use our memory.
There is a card game called fishes, well we called it that, you may have called it something else.
You place all the cards face down and you are allowed to turn I’ve two cards. If they are the same, as in two jacks then you keep them and have another go. If the cards are not the same then it’s the other person’s go. The trick is to remember all the cards and position when they are turned over.
What has this got to do with business and social selling?
If you are on a short list of 10 vendors and you use templates so you all look the same, the mind cannot differentiate, this gives you a one in ten chance of winning.
If you are on a short list of ten and are different from the other people, the mind groups the short list of ten into two groups. The nine who look the same and the one different.
The people using templates still only have a 1 in 10 choice of winning. The person who is different has a 1 in 2 chance of winning.
This is one of the reasons not to reply to Invitation to tenders (ITTS) and request for proposals (RFPs) that you have not been involved in creating. Or why if you reply, you need to be “disruptive”.
So why use Templates?
One of the comments I’ve seen on social as the reason to use templates was “you have to get the leads”. Of course you do and the more you make yourself look like everybody else, the more leads you will need to get, the more business you will lose and less efficient you are.
Make yourself look different and the less leads you will need to get, as your chances of winning are better. It stands to reason, using simple psychology, that the less templates you use, the more business you will win!
Sales is not about cutting corners!
Sales has not been about corner cutting or being the same as everybody else. While, I guess, if you throw enough shit at the wall some of it will stick. But hope was never a strategy.
I get that the legacy sales methods you are using and outdated and ineffective and you therefore need to “throw more mud” at the wall than you have done before.
But surely, that’s because the methods you are using are out dated? I do realise you have always cold called and sent unsolicited emails, but is’t it time to make the switch to the 2020s?
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