Building Prequal: All Truths, No Lies | Vol. 20
December 13, 2023
Last night, I went to the most fantastic supper club/dinner party, a collaboration between Chief and The Gathering Lab. It was so much fun, and real, authentic connections were made. I’m obsessed. I genuinely made 5 new friends. It was not networking. It was magical.
It has me thinking about the role of events in a post-pandemic, hybrid, digital, secular world. Belonging and connection are so important, and events create the opportunity for relationships to develop in a way that can’t be replicated.
I’m considering throwing a series of “events” in 2024 to prioritize meaningful interactions between the attractive, intelligent, creative, and kind people I know to meet each other. And it will be fun. Prioritizing joy in 2024 is very important to me.
Building Prequal #20 – All Truths, No Lies
I spend a lot of time thinking about how to grow things, ideas, relationships, audiences, businesses, profits, and sales. I hear so much, read too much, and am inundated with so much content, strategies, and tips regarding sales and selling. My brain is constantly thinking about sales in one manner or another. With all this brain space devoted to my profession, here's what I like to think about: What do I want to change about sales? What do I want to remind all of you? What narratives can I shift?
Honestly, there are a lot.
So many sales messages and mindsets need to be ignored or reimagined so people pay attention to the importance of sales and doing sales well. Thankfully, you have me to help you separate the noise from the genuine nuggets of wisdom. So, for this audience, I'm going to answer my question. Here are some sales truths I want you to know.
Sales Truth: Sales and selling is about attracting and helping people.
When you think about making a sale or selling to someone, the core of your activity is identifying an outcome you can help someone achieve or providing a valuable aligned solution. Granted, that sounds like MBA mumbo jumbo, but it relates to a giant misconception about sales. Most people think sales is self-serving, sales is the final destination, sales is just a number to track. And while I love tracking numbers and setting goals, the KPI is not only the number but also how we impact those around us. Shifting the sales mindset to focus on helping people is always top of mind. Sales is an ongoing dialogue and a relationship.
Sales Truth: Sales is the beginning.
Sales is the gateway to other opportunities. There should be a plan for where revenue will come from so you can create more options. When you plan for your revenue, you can work on the type of work you want and determine the impact you have. You need reliable, predictable income to dream bigger and consider your larger mission or purpose in your one little blink here, on this blue dot.
Sales Truth: If you're going to invest in your business, invest in sales.
Sales training, sales skills, sales tools, sales coaching, sales anything. Sales is your avenue toward revenue generation. If you have a business or your job requires revenue generation in some way, all other activities become close to moot if there is no plan for repeatable, predictable revenue. Why, in this day and age, don't we proportionally invest in our sales skills, platforms, strategy, or foundations? I rarely see companies or departments treat sales with the prominence it deserves. Compare your marketing budget to your business development and your sales budgets. I don't understand having a business or a job where you need to sell to somebody and not investing in these necessary skills.
Sales Truth: Sales is not marketing.
We typically disproportionately invest in marketing. Everything is marketing to this day. People not in business development or sales like to call everything marketing. Marketing, BD, and sales are three distinct pieces of attracting and winning revenue. Ensure you're proportionally investing in all and not assuming that most of your money must go to marketing to generate revenue.
Sales Truth: You can't rest on your laurels.
One of the biggest things I would love to push the needle on is not always doing what you've done (you know who you are.) That mindset is a massive inhibitor to growth. When talking about their preferred sales plans and tactics, people will say, "This has always worked...It's working...We like it." In my observations, that limited mindset leaves money on the table and wastes time. I'd love to push even the most experienced salespeople to try new tools and strategies because it can save you time and money. And make your sales process easier.
Sales truth: Sales does not have to be overwhelming.
I am a broken record, and I do not care. I will continue to say this to anyone who will listen. There is a script, a tool, a framework, or a process for every stage of attracting, winning, and cultivating client relationships. Sales is a science, not an art. Sales tools work. I've seen them work time and time again. When you start getting overwhelmed, stop and look for a resource. (Hint: I know of a few good ones.)
I could go on. But I'll stop there. Is this enough sales talk for one day?
-A.
P.S. Speaking of resources and sales tools, tell what sales resources you need. Seriously. If you could have anything to help you sell better, what would it be? If you tell me, I will build it. Pinky swear.