--- title: Technology Is No Substitute for Building Better Salespeople | The Sales Blog description: Mistakes are being made. One of the biggest is the substitution of technology for the things that produce real results. This substitution, image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Accept-No-Substitute.jpg --- ### [Now booking SKO meetings for 2026/27! 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One of the biggest is the substitution of technology for the things that produce real results. This substitution, or more accurately, the replacement of mind sets and skill sets is a factor that is causing sales results to decline—even though the intention is quite the opposite. Some are collapsing mind set and skill set into tool kits, and in doing so, they are reversing John Boyd’s axiom, “[People](http://thesalesblog.com/2012/10/12/people-ideas-and-technology-in-that-order/). Ideas. Technology. In that order.” They are putting technology first, believe that technology is the idea, that automation is what is needed. This is to confuse efficiency with effectiveness, preferring things that can be counted over what cannot, what is objective over what is subjective, mostly because it can be quantified. - The [CRM](http://thesalesblog.com/2017/02/23/categories-tags-crm/) is not a replacement for the relationships that are supposed to exist between the client and the person who owns that record in the CRM. - A list of generated leads is not a substitute for a well-defined list of target accounts, or what I call [dream clients](http://thesalesblog.com/2017/02/16/build-list-dream-clients-episode-47/), who would perceive what you do as compelling, differentiated value. Nor is it a replacement for knowing the people inside those dream clients and nurturing them. - A slide deck put together by marketing to provide insights is not the same as a salesperson with real business acumen and situational knowledge. That slide deck is not going to be a [trusted advisor](http://thesalesblog.com/2017/04/08/trusted-advisor-equation-episode-83/), a title that is only available to those who have both trust and advice, the proof of which is determined only by the client’s experience and opinion of working with that individual. - The social tools are not a substitute for prospecting. If anything, they are simply a tool that provides some value above the funnel, especially as it pertains to shaping mindshare if you have the content to do so. It doesn’t replace referrals, nor does it replace the need to call your dream clients to create new opportunities. - The [web demo](http://thesalesblog.com/2017/08/31/stop-giving-demos-make-sales-calls-instead/) is not a substitute for value creation, the catch-all concept for serving the client’s needs, having an excellent sales process, or knowing what commitments your dream client needs to make. The demo may remove the barrier that is physical distance but it does nothing to remove the barriers to change. All of these technologies are important. They all have the potential to create efficiencies. None of them, however, improve effectiveness. If there is a gap in sales performance, you are not likely to find the answer in technology. That gap is a competency issue that lives inside a salesperson or salespeople, and that gap is not going to be addressed without helping the individual or individuals improve what they do and how they do it. ###### Tags: [Leadership](https://www.thesalesblog.com/blog/tag/leadership) [2017](https://www.thesalesblog.com/blog/tag/2017) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on October 18, 2017 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![how-to-lead-ebook-v3-1-cover (3)](https://www.thesalesblog.com/hs-fs/hubfs/how-to-lead-ebook-v3-1-cover%20(3).jpg?width=768&height=994&name=how-to-lead-ebook-v3-1-cover%20(3).jpg) ### How to Lead: The Leadership E-Book As leaders, we're faced with decisions everyday—not all of which are easy to make. Learn how to make those tough decisions, hold yourself and your team accountable, and build a legacy with How to Lead: The Leadership E-Book. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/d345d648-812a-428a-81e4-53ce30822212.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d345d648-812a-428a-81e4-53ce30822212) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:35:49 PM", "datePublished" : "2017-10-18 08:00:11", "description" : "Mistakes are being made. One of the biggest is the substitution of technology for the things that produce real results. 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