I have learned many different sales tactics over the years. When I worked at New York Life, I learned the “Live, Die, Quit” story, the “Hundred Man” story, and few other impressive scripts. When I worked at Xerox, I learned “SPIN Selling,” “Strategic Selling,” and a few other impressive processes. Working as a trainer for Xerox, we were given the task of training the sales people at the Xerox Authorized Dealerships who were selling Xerox products. It would have been easy to simply teach them the same process the Xerox sales force was using. One small problem: The selling process we used was only licensed to be taught to Xerox personnel. Dealerships may have been authorized to sell Xerox products, but they were not Xerox personnel.
Unfortunately, Xerox did not own a sales model of its own at that time. They previously had a program of their own, (Professional Selling Skills,) but Xerox sold it off for a tidy profit. So, in 1986, with no existing sales process of our own, we went about creating a program that would truly belong to us. We wanted our program to be as progressive as possible, and we wanted to include just about every persuasive tactic we could imagine. When the smoke cleared, we had a repeatable and predictable process we could use to teach selling, but then the question emerged; what about the customer? Is there a repeatable, predictable process that customers go through when making a decision for change?
Once we began looking at the ways customers make decisions, we began to see definable stages and decision points. It wasn’t just fascinating, it changed the way I viewed the art of influence forever. Initially, it was referred to as a “Buying Cycle.” But the more companies I worked with, the more I knew we had to find a new name for a process that was more universal. With clients like police departments, NASA engineers, teachers, lawyers, doctors, and more, I was working with people who did not necessarily think they were selling anything. They did realize, however, that they were working with people who were struggling to make certain decisions. They were all working with individuals who were demonstrating a true “Decision Cycle.”
The longer I have studied this side of the equation, the clearer the benefits have become. To this day, one of my favorite questions to ask an audience is this: “Do you believe that people go through repeatable, predictable processes when they are making a decision?” Interestingly enough, the audience reaction is usually mixed. Then I follow with this: “Suspend your disbelief for a moment, and suppose I can prove to you this process does exist. If you’re trying to help someone make a change he or she is struggling with, wouldn’t it be useful to understand what decision process they are going through, and where they are within that process?” I usually see some heads nodding at this point. This knowledge is not just an effective guide to working with others, it help you find the appropriate tactics to assist others who are struggling with decisions.
The rest is history. The proof comes from the over 50,000 people I have personally polled, over the past 25 years, regarding the decisions they have made. Knowing this not only helps you to see things from anther person’s perspective; it provides the blueprint to every step we take when we look at how to influence behavior, and ultimately change minds.
Rob….great message. Wish I would have had you train the teachers @ LHS. I’m thinking about the multitude of decisions/judgements that teachers and administrators make every day and can only imagine how many different thought processes were used. Haven’t forgotten about the pot roast promise…perhaps a lunch before too long?
Bill
Hi, Rob!
Good, thoughtful insights as usual. Question: did I unconsciously go through this process when I–successfully–sold the “Miss America Type” who is now my wife (of 47 years) on myself/marriage…?
Perhaps it’s possible for an “unconsciously incompetent” salesman to do it right when it really counts … even if he doesn’t know what he’s doing!
Cordially,
Bill
LET ME MOVE IT UP A NOTCH, ROB – FROM BILL STANMEYER’S COMMENT ABOVE – AND MAKE MY NUMBER 57..
..INSTAD OF HIS 47 !!!
AREN’T WE LUCKY GUYS!!!!
GREAT COMMENT, ROB…
…FROM ME – A GUY WHO WORKED BOTH COMPANIES – NEW YORK LIFE AND XEROX !!!
JOHN M.
“C.T.”
Rob,
I always enjoy your BLarticles. This one brings back many memories of 20 years ago when I first met you and participated in your training. I had heard it was so unique, different and logical in relation to the typical “sales training” that I had to go through it and see for myself. It has not only proven to be timeless but also endless in application. Whether you are consulting with clients, leading a team of people or dealing with your children…it works. Thanks.
Nice article, a short glimpse of what is in your book Customer Centered Selling. I am almost 70 pages away from the last page, I never thought these informations will be that critical in a sales persons career. last few weeks all I did the whole weekend is to read the book, and sales are coming my way but after another few shots I am forgetting what I just learned. I thought to myself, do I really have to re-read the entire book again? At this point in time,
I am just about to read the necessary chapters/phases AGAIN to be, once again, at the Connscious Competent Stage.