The science side enables sales through the development and application of operational policies that can be monitored and measured. These processes help organizations track outcomes and influence the probability of success at each stage of the sales process. Scientific approaches include application of standardized tools, fact-based approaches to identifying areas needing change and the use of technology to deliver insight. Think spreadsheets, contact goals, and metrix.
The art side of sales covers how individuals apply the processes and tools to further relationship development during the sales process. These skills include visual branding, active listening, adaptability, trustworthiness, influencing behaviors, mirroring, leadership and how various elements interconnect and influence customer decisions. Picture a sharp dressed, engaging sales pro with positive attitude and a strong handshake.
A Beautiful Combination
Businesses of all shapes and sizes face numerous performance challenges. They need to understand changing customer needs, respond to fluctuating market conditions, support smart growth, and constantly improve profitability. The most successful organizations address these challenges by creating effective sales strategies and improve sales team performance through a combination of art and science. This starts with hiring the right people (art) and having a clearly defined sales process (science). Creating a truly motivational atmosphere (art) and tracking accomplishments against key performance indicators (science).
Competing in today’s market requires building superior capabilities in both the art and science of selling. When a company achieves the optimal balance between art and science it will fully leverage its sales capabilities and support the organization’s goals. It takes just the right about of time, talent, technology, and process to create a high-performing sales force.
Enhancing both art and science is not easy, but we can help.