In science, when you do an experiment A invariably leads to B. When you repeat this experiment, you can be certain that A will result in B. This is how science works.

Selling is a complex, dynamic human interaction. Complex, dynamic human interactions are not science. The variables are so great that there is no way to ensure that A results in B every time. There may be propensity for A to result in B, and much of your experience may point to this being true. But that is not science.

In sales A sometimes equals B. Other times in sales, A equals C. Other times A equals D. Where you get into trouble is believing that A always equals B.

When different results are possible, the person selecting the choice of action needs to be aware of and thoughtful about making the right choice. This means you must get beyond the belief that there is a single choice, because a single choice is no choice at all. It’s a decision.

Mixed martial arts started with the UFC. When it first began, it was based on the idea that one person in one form of fighting would compete against a person who studied a different form. This would have a boxer in competition with a wrestler. Or you would have a Brazilian jujitsu master fight a kickboxer. That lasted for about a decade until everyone learned to grapple.

Once everyone was dangerous on the ground, the combatants decided to stand back up. Now they know Brazilian jujitsu, Muay Thai boxing, traditional boxing, and probably judo. They no longer have undying commitments to a single art, because a single art no longer serves them. They want competency in as many disciplines as possible.

And this is exactly how you should think about sales. You should not be slavishly devoted to any single idea or discipline, knowing that real power and effectiveness comes from knowing what choices are available, and making the right choice in the moment of truth.

Sales 2017
Post by Anthony Iannarino on February 26, 2017
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
salescall-planner-ebook-v3-1-cover (1)