There is nothing more important in sales than prospecting. Unless you can gain a meeting with your prospective client, there is little chance you create an opportunity. Without opportunities, you cannot succeed.
Discovery is the most important part of selling well. Everyone knows that doing excellent discovery work is how you create a preference to work with you because you are giving your dream client the experience of what it is like to work with you.
In a world where distinction and differentiation are diminishing at an accelerating rate, being able to pull yourself out of the pack is the most important thing. If you can’t break free from the “me too” and find “me only,” you will struggle to win clients, let alone do so at reasonable margins.
What could be more important than your presenting skills? When you are asked to step up to the front of the boardroom and present your ideas, the better future state you are going to help your prospective client realize, and field all the incoming questions, your showing here can cinch the deal.
All of this is for naught if you can’t resolves your dream client’s concerns. And none of this matters if you lack the negotiating skills to be able to find a deal. These two things have to be most important, or how else can you move forward.
There are some human endeavors where everything is important. One of them is leadership, where you need vision, intelligence, emotional intelligence, energy, and a willingness to be accountable for difficult outcomes. Sales is another one of those endeavors where everything is important, and one where mistakes are magnified.
When everything is important, we tend to look for intangibles like strength of character, intestinal fortitude, a sense of humor, resourcefulness, and the desire to grow both personally and professionally.
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