When we analyse the work of sales people, we see that everything they do has the primary objective of influencing people. Whether it is by prospecting, researching the needs of prospects, giving a demo or making a proposal.
The aim is to positively influence potential customers!
Influencing is the foundation of sales!
It is what inspires others to seriously consider an idea and ultimately act on it.
Information alone will rarely persuade someone to take action. If that were so, sales people would be superfluous....
Technology naturally gives potential customers more information than ever.
Potential customers gain first impressions about your company and solution online.
But this does not make the role of a sales professional any less important.
In fact, scientific research -Journal of Business & Industrial Marketing*-
shows that people rarely make a purchase based solely on information they find on the Internet. Unless it is a low price, low risk product!
In all other situations -especially when it comes to High Value propositions-. prospects want to speak to a sales person to make an informed decision.
The research clearly shows that sales people are seen as a more important source than the Internet! Indeed, what drives people to action is;
HOW the information is presented and
WHO presents it to them!
As Neuroscientist Gregory Berns explains:
"A person can have the greatest idea in the world, but if that person can't convince enough other people, it doesn't matter!
Conclusion: despite the online possibilities, people still buy from people!
