Quantum Selling

What Do Salespeople (and People) Experience?
Everything has changed and continues to change rapidly. Companies expect salespeople to focus on customers, but the challenges they face are complex:

  • Increased Product Choices and Competition:
    The abundance of product options makes decision-making harder for customers, as proven by research. While supply chain issues may temporarily alleviate competition, fierce battles will resume when the market stabilizes.
  • Informed Customers:
    Customers can access detailed product information online. Salespeople who previously focused on selling product benefits must develop new skills to thrive in this competitive landscape.
  • Challenges with Focus:
    Since the rise of mobile phones and the internet, focus has become a significant issue. Constant notifications from emails, social media, and messaging apps (Instagram, WhatsApp, LinkedIn, TikTok, etc.) keep our attention scattered. Salespeople and customers alike are affected, making the sales process even more challenging.

For example, the simple act of checking an Instagram message can lead you to forget your initial intent. A notification can immediately shift your focus with thoughts like, “Who sent it? Is it important?” disrupting concentration.

  • Organizational and Economic Challenges:
    Salespeople may face a new CRM system, management changes, job insecurity due to economic instability, or reduced benefits like health insurance.

In such an environment, asking a salesperson to focus on the customer is a significant challenge. Listening is often emphasized as a critical skill in sales training, but imagine trying to listen attentively when grappling with job loss fears or personal worries.

This is where tools to develop and refine these skills become essential.

Agility and Coaching in Sales:
Agility involves adapting quickly to changes, while coaching enables the acquisition of new skills. The silver lining in recent difficulties is that they’ve brought the human element to the forefront. Fields like neuroscience, positive psychology, somatic practices, family constellations, mindfulness, and creative drama have all introduced applications to help salespeople manage themselves more effectively. As rigid, outdated approaches are replaced with experiential and realistic practices, sales teams worldwide are seeing significant benefits.

Companies that embrace these new approaches not only boost sales but also enhance employee happiness, motivation, and communication skills. Salespeople become more agile and adaptable.

Jill Konrath, a bestselling sales author, begins her book Agile Selling by asking, “Why did it take us so long to find the right approach in sales?” Her turning point came with a simple question:
“What sets you apart and drives success in sales?”
Her answer: “My ability to better manage my fears.”

This emphasizes a fundamental truth: mastering sales begins with mastering oneself. Tools and awareness that help both salespeople and customers understand emotions and needs objectively are crucial.

The Goal of Selling Is Not Selling—It’s Buying

In every sales interaction, three conversations occur:

  1. The Salesperson’s Inner Dialogue
  2. The Conversation Between the Salesperson and the Customer
  3. The Customer’s Inner Buying Dialogue

The third conversation, the customer’s inner buying dialogue, ultimately drives the sale. Yet, traditional sales training focuses only on the interaction between the salesperson and the customer, neglecting the most critical factor.

To succeed, sales organizations must prioritize improving the customer’s buying performance. This comprehensive approach not only enhances sales performance but also addresses the overlooked “black box” of the customer’s internal buying dialogue.

This book provides practical tools to unlock this “black box” and rapidly boost sales by aligning with the customer’s decision-making process.

Don’t Sell Yourself First
Sales is often likened to going on a first date. Attempting to impress with statements like “I’m smart, successful, and funny” rarely leads to a second meeting. Similarly, in sales, focusing on self-promotion—“We have the best product, service, etc.”—can alienate customers.

Instead of selling yourself, focus on understanding the customer authentically. Pretending or acting inauthentically isn’t sustainable and often results in a negative impact. Customers value genuine understanding over salesmanship.

The Problem with Listening:
Most salespeople struggle to listen effectively due to competing thoughts, preconceived solutions, or the pressure to meet sales targets. The fear of failure can trigger survival instincts, making attentive listening even more difficult.

To improve, salespeople must recognize when they stop listening, refocus, and practice mindfulness. A simple exercise, such as listening attentively for 20 minutes without interruption, can reveal the gaps in their skills and lead to significant growth.

Avoid Assumptions in Sales
The human mind dislikes uncertainty, often filling in gaps with assumptions. In sales, this tendency can be costly. For instance, when a customer says, “I want good customer service,” assuming what they mean without clarification can lead to misaligned offerings and lost opportunities.

Effective salespeople validate assumptions, prioritize customer needs, and gain clarity on what truly matters to the customer. This approach builds trust and addresses critical pain points, completing a significant portion of the buying process.

Conclusion:
At its core, Quantum Selling emphasizes the importance of self-awareness, customer understanding, and agility in adapting to change. By focusing on both the salesperson’s and the customer’s mindsets, sales professionals can unlock new levels of performance and create meaningful, sustainable results.