CHAPTER 2
Understanding Your Selling Process
The most fundamental problem in sales is that salespeople truly don’t understand the purpose of what they’re doing each day they are working the phones and their e-mail to develop new business. If you haven’t internalized what selling is at a macro level, then your ability to formulate relevant and effective sales strategies that swiftly move a prospect through the buying cycle is compromised.
Salespeople are not to blame. They’ve probably been misled by their CEO and sales managers into thinking that sales is all about taking orders—which would be the right answer to the question if it weren’t so wrong.
Rex Ryan, coach of the NFL’s New York Jets, is considered a leading innovator in the development ...
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